Spring 2026 - Undergraduate
MKT 337: Principles of Marketing
Restricted to students in the McCombs School of Business. Designed to expand understanding of the marketing system and basic marketing activities and to provide a framework for marketing strategy development and implementation of marketing tools and tactics. Three lecture hours a week for one semester. Only one of the following may be counted: Marketing 320F, 337, 337H, 337N. Offered on the letter-grade basis only. Prerequisite: Statistics 301 or 301H.
MKT 337H: Principles of Marketing: Honors
Restricted to students in the McCombs School of Business Canfield Honors Program. Designed to expand understanding of the marketing system and basic marketing activities and to provide a framework for marketing strategy development and implementation of marketing tools and tactics. Three lecture hours a week for one semester. Only one of the following may be counted: Marketing 320F, 337, 337H, 337N. Offered on the letter-grade basis only. Prerequisite: Credit or registration for Accounting 312H; and Statistics 301 or 301H.
MKT 337N: Introduction to Marketing in New York.
Restricted to students studying in New York City. Experience a globally connected city. Study in New York City, home to major industries including arts and entertainment, travel and hospitality, technology, and financial services, as well as major marketing firms and agencies. Consider the marketing strategies of New York industries and develop an understanding of the marketing system and basic marketing frameworks for marketing strategy creation, and implementation of marketing tools and tactics. Three lecture hours a week for one semester. Only one of the following may be counted: Marketing 320F, 337, 337H, 337N. Offered on the letter-grade basis only.
MKT 354: Topics in Professional Sales and Business Development
Three lecture hours a week for one semester. May be repeated for credit when the topics vary. Prerequisite: Marketing 320F, 337, 337H, or 337N.
Topics offered Spring 2026:
Topic 5: Sales Management and Strategy.Marketing 354 (Topic 5) and 372 (Topic: Sales Management and Strategy) may not both be counted.
Topic 6: Consumer Behavior. Only one of the following may be counted: International Business 372T (Topic 6), Marketing 354 (Topic 6), 354 (Topic 7), 372 (Topic 2), 372 (Topic 17).
Topic 8: Integrated Marketing Communications. Explore basic message development and dissemination across ever evolving media types; focusing on the brain and emotions, as well as an intense examination of persuasion and core belief formation. Marketing 354 (Topic 8) and 372 (Topic 13) may not both be counted.
Topic 10: Strategy Consulting for Marketers. Introduction to the science and art of marketing strategy consulting. Explore the consulting industry and the key concepts of successful consulting. Execution of a complete consulting engagement with an actual client. Marketing 354 (Topic 10) and 372 (Topic 26) may not both be counted.
MKT 360: Information and Analysis
Restricted to students in a business major. The development and analysis of information for marketing management sources. For each semester hour of credit earned, one lecture hour a week for one semester. Marketing 360, 460 and Business Analytics 360, 460 may not both be counted. Prerequisite: Marketing 337, 337H, or 337N; and Statistics 301, 301H, 309 or 309H.
MKT 363: Professional Selling and Sales Management
Policies, operation, coordination, and control of personal selling activities in marketing organizations. Three lecture hours a week for one semester. Prerequisite: Marketing 320F, 337, 337H, or 337N.
MKT 366P: Marketing Practicum
Restricted to students in a business major. Students apply skills in their major area and focus on additional project management skills through group projects conducted in a professional setting. Students may work with a private or a public enterprise. The equivalent of three lecture hours a week for one semester. Prerequisite: Forty-five semester hours of coursework; and Marketing 337, 337H, or 337N.
MKT 370: Marketing Policies
Restricted to students in a business major. A capstone course focusing on case studies of advanced marketing problems, including analysis of markets, promotional planning, pricing, and distribution coordination. Designed to help the student develop a comprehensive understanding of marketing policy and strategy formulation. Three lecture hours a week for one semester. Prerequisite: Ninety semester hours of college coursework, including Marketing 337, 337H, or 337N; credit or registration for either Marketing 360 or 460, and one of the following: Accounting 366P, 367P, Business Administration 353, 366P, Business Analytics 366P, Finance 364P, 365P, 366P, International Business 366P, Management 347P, 366P, 367P, 369P, Management Information Systems 366P, Marketing 366P, Operations Management 366P, Real Estate 366P; and three additional semester hours of elective coursework in Marketing.
MKT 372T: Topics in Marketing
Restricted to students in a business major. Three lecture hours a week for one semester. May be repeated for credit when the topics vary. Prerequisite: Marketing 337, 337H, or 337N; additional prerequisites vary with topic.
Topics offered Spring 2026:
Corporate Political Strategy. Same as Business, Government, and Society 371. Study how the political and regulatory environment enables and constrains business activity and how individual firms and groups of firms can ethically yet effectively lobby legislatures, negotiate with regulators, create industry associations, make campaign contributions, and engage in other political activity to gain competitive advantage. Three lecture hours a week for one semester. Only one of the following may be counted: Business, Government, and Society 371, Marketing 372 (Topic: Corporate Political Strategy), 372 (Topic 15), 372T (Topic 1). Additional prerequisite: Upper-division standing.
Customer Analytics and Database Marketing. As firms shift from product-centric, transactional marketing to customer-centric, relational marketing, the customer base has been increasingly treated as one of the most valuable assets of the organization. As a result, the customer database has become the focus of analysis and the platform for developing and implementing marketing strategies and tactics.
This course introduces core concepts and analytical tools for conducting customer analytics and database marketing. It addresses two broad themes: 1) customer-centric, value-based marketing, and 2) customer data analytics. The first theme examines the concepts of customer relationship management (CRM) and customer equity. The customer lifecycle is introduced as an integrating framework. The importance of customer profitability and lifetime value as a criterion in CRM decisions is emphasized. The second theme emphasizes the analysis of customer databases, with a particular focus on different types of predictive analytics (e.g., whether a customer will respond to a marketing offer, whether a customer will churn, or which products a customer is most likely to buy next).
This course also introduces issues, techniques and terminologies associated with database marketing and data analytics. Specific topics include, for example, RFM analysis, lead scoring, cluster analysis for segmentation, collaborative filtering, and association rules for product recommendations, among others. The focus will be on intuition and real-world applications in the context of customer analytics and database marketing.
Entertainment Marketing. This course simulates the role of a Head of Marketing or Chief Marketing Officer at a major studio, network, music label, streaming service, or social platform. Students will step into the shoes of entertainment executives, learning to craft and lead strategic marketing campaigns that drive audience engagement and revenue. Topics include brand strategy, promotions, partnerships, media planning, communications, consumer product licensing, and marketing budget allocation. Through interactive lectures, case studies, and hands-on projects, students will develop the skills to market feature films, television, streaming content, music, and social-first entertainment. By semester’s end, students will be equipped to think like CMOs—making high-impact decisions that shape the future of entertainment marketing.
Data Analytics and Dynamic Pricing. Discuss nonlinear pricing, price customization, revenue management, bundling and versioning, channel pricing and auction designs in dynamic settings. Using real data sets and detailed exercises, apply these tools and concepts to diverse contexts and industries ranging from search engines to airlines, hotels and casinos to entertainment, and online retailing, utilities, social media, and self-improvement products. Explore analytical skills that can be applied in diverse settings ranging from business to policy issues and major global issues that confront an informed citizenry. Marketing 382 (Topic: Data Analytic & Dynamic Pricng) and Marketing 282, 382 (Topic 55) may not both be counted. Offered on the letter-grade basis only.
Design Thinking for Business Innovation. Focus on theoretical understanding of design thinking, which includes customer-focus, cross-functional collaboration, and an iterative process for refining products and services. Marketing 372 (Topic 5) and 372T (Topic 5) may not both be counted.
Brand Management. Assess the strategic importance of building, leveraging, and defending strong brands through various branding, concepts, frameworks, and strategies. Explore current opportunities and challenges in a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global. Marketing 372 (Topic 11) and 372T (Topic 11) may not both be counted.
Pricing and Channels. Same as Business Analytics 372T (Topic 19). Explore the concept, theory, and latest thinking that bares on key issues in pricing and channels; taking the perspective of the marketing manager. Apply concepts and theory, through extensive case analyses, to solve pricing and channel problems in realistic business settings. Only one of the following may be counted: Business Analytics 372 (Topic 8), 372T (Topic 19), Marketing 372 (Topic 14), 372T (Topic 19).
Strategic Product Management. Explore the principles of product management, including identifying new growth opportunities, assessing the health and profitability of a product portfolio, developing new products, and positioning and repositioning of current products. Utilize analytical tools, case discussions, and real-world derived projects. Marketing 372 (Topic 21) and 372T (Topic 21) may not both be counted.
Predictive Analytics and Data Mining. Same as Business Analytics 372T (Topic 22) and Management Information Systems 372T (Topic 22). Introduction to data mining problems and tools to enhance managerial decision making at all levels of the organization. Discuss scenarios, including the use of data mining to support customer relationship management (CRM) decisions, decisions in the entertainment industry, financial trading, and even professional sports teams. Only one of the following may be counted: Business Analytics 372 (Topic 2), 372T (Topic 22), Management Information Systems 373 (Topic 17), 372T (Topic 22), Marketing 372 (Topic 22), 372T (Topic 22). Additional prerequisite: Statistics 301 or 301H.
Digital Marketing. Explore online marketing strategies; navigate online advertising, search, social media, and online privacy; and design and implement an experiment to evaluate the effectiveness of online business decisions. Marketing 372 (Topic 24) and 372T (Topic 24) may not both be counted.
MKT 178: Marketing Microtopics
Focuses on contemporary, in-demand marketing topics to help develop the foundational knowledge, hands-on experience, and skills for today’s marketing ecosystem. For each semester hour of credit earned, the equivalent of one lecture hour a week for one semester. May be repeated for credit when the topics vary. Prerequisite: Varies with topic.
Topics offered Spring 2026:
Creativity in Marketing. This course explores the vital role of creativity in business success, with a particular focus on marketing. Through an engaging mix of lectures, hands-on activities, and group projects, you will learn to recognize and develop your creative abilities, apply strategic frameworks, and use proven techniques for idea generation and problem-solving. We will draw on insights from some of the most influential creative thinkers to study how creativity shapes business strategy and its implementation. Over five weeks of dynamic, three-hour sessions, you will practice brainstorming, build creative marketing campaigns, analyze brand strategies, and solve challenges using creative constraints. By the end of the course, you will have the confidence, tools, and habits to unlock your creative potential, foster innovation in teams, and lead with originality in business.
Data for Business Influence. Explore how to apply and present data to deliver persuasive communications and presentations. Learn about principles, including professional and practical skills and frameworks, that enable you to create data-informed arguments for any audience.
Exploring Marketing Careers. Explore careers in marketing through a weekly guest speaker series and simulations of day-in-the-life projects professionals work on using quantitative and qualitative skills. Develop key recruiting skills, including networking, resume writing, utilizing LinkedIn, and conducting effective interviews.
Influencer Marketing. Explore the fast-growing world of influencer marketing and learn how to design campaigns that resonate. In this course, you’ll discover how to identify and evaluate creators, craft content strategies that balance brand goals and creator voice, negotiate collaborations responsibly, and measure real outcomes. With hands-on assignments, real-world examples, and a final group pitch, you’ll walk away confident in your ability to run authentic, results-driven influencer marketing campaigns.
Sales-Driving B2B Strategy. The course explores the fundamentals of sales-driving business-to-business strategies and how sales and marketing work together to build a sales pipeline and increase market reach as a key to success in startups and enterprises alike.
SQL for Business and Marketing. Learn how to write SQL queries for marketing and other fields of business. Explore topics such as SQL statements for manipulating data, database capabilities, data modeling, unstructured data, geospatial data, query performance, and data privacy and security.
Spring 2025 - Undergraduate
Spring 2025 – Undergraduate
MKT 282C Product Management for Executive MBA program
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This course includes both macro and micro elements of Product Management. The course is a Marketing elective for executives that need to have a foundational knowledge of Product Management (the macro) and includes detail marketing capabilities for those working directly in executive marketing positions (micro). The intent is not to train you to be a product manager, you are already past that role in your career in the Exec MBA program. But to arm you to lead Product Management teams or in a role as GM/CEO to understand how to successfully work with Product Management in your organization. The course is delivered via guest speakers, case analysis, and relevant work experiences from Prof McDonald. The course requires applying quantitative analysis.
Professor McDonald has led product teams in his work at Dell (1997-2009) and PwC (2012-2023). Products include: desktop, laptop computers (Dell), client websites, mobile apps, AWS cloud product for cyber detection.
MKT 354 & 382
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MKT 366 P
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The Marketing Practicum is a combination of a class seminar and team project with a client in need of a marketing plan. Students will work in teams of 3-4 students who select a client that has requested marketing student help in solving a marketing challenge in their company. Past client projects include: Building awareness of a new app/software for the hospitality market, helping a nonprofit increase online donations via web and social, launch a new content platform to gain awareness, and grow subscription bases. Professor McDonald serves as a coach to the team to ensure each team can be successful in delivering change to the assigned client.
Professor McDonald spent 11 years at PwC as a Consulting partner working with Fortune 1000 clients, solving their toughest marketing challenges. Additionally, Prof McDonald teaches MKT 337 – Fundamentals of Marketing and MKT 282C – Product Management in the Executive MBA program.
MKT370 Marketing Policies
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Marketing Policies is the “capstone” class for all Marketing BBA majors in McCombs. The purpose of this class is – for one final time before graduation – to revisit and expand our knowledge of the various marketing tools, and especially to practice how these various tools can be integrated together to create customer value and grow businesses.
While the concepts we discuss in Marketing Policies will be mostly familiar, the hands-on, intensive way in which we apply them may not be. With cases, a team project, class discussions and other activities, we will strive to put ourselves into realistic scenarios – the type you will face in your career after graduation – to build our skills and confidence in applying our marketing toolkit to real business situations.
Consumer Behavior
in a Digital World
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The science of Consumer Behavior centers on asking—and answering—the fundamental question of why people do the things they do. It explains the cognitive, affective, and social mechanisms consumers bring to purchasing, usage, and disposition decisions—and what decisions they make. In this course, you will gain an understanding of the foundations of Consumer Behavior. You will also explore how these foundational concepts apply to the digital world inhabited by modern consumers—one defined by the interaction of “new” technologies with “old” psychological processes and environments. You will develop your own insights by learning and applying consumer research methods to topic(s) of your choosing. The digital world is constantly evolving, and the ability to see the old behind the new will allow insight into consumer behavior no matter what technological innovations or societal shifts the future brings.
MKT 372T – Customer Analytics and Database Marketing
(Unique Number 06525)
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Spring 2025
Instructor: Rex Du, Shelby H. Carter, Jr., & Patricia Carter Regents Professor of Marketing
Day/Time/Place: T & Th 12:30 – 1:45 PM @ CBA 5.304
Course Description: As firms shift from product-centric, transactional marketing to customer-centric, relational marketing, the customer base has been increasingly treated as one of the most valuable assets of the organization. As a result, the customer database has become the focus of analysis and the platform for developing and implementing marketing strategies and tactics.
This course introduces core concepts and analytical tools for conducting customer analytics and database marketing. It addresses two broad themes: 1) customer-centric, value-based marketing, and 2) customer data analytics. The first theme explores what customer relationship management (CRM) and customer equity mean. The customer lifecycle is introduced as an integrating framework. The importance of customer profitability and lifetime value as a criterion in CRM decisions is emphasized. The second theme emphasizes the analysis of customer database, with a particular focus on different types of predictive analytics (e.g., whether a customer will respond to a marketing offer, whether a customer will churn, or which products a customer would be most likely to buy next).
This course also introduces issues, techniques and terminologies associated with database marketing and data analytics. Specific topics include, for example, RFM analysis, lead scoring, cluster analysis for segmentation, collaborative filtering and association rules for product recommendation, etc. The focus will be on intuition and real-world applications in the context of customer analytics and database marketing.
Who Should Take It: Students who are interested in improving their skills in marketing analytics in general, customer analytics in particular; who are willing to go the extra mile to acquire essential skills in building up their resume value.
Who Should NOT Take It: Students who are looking for a relatively “easy” course, for whom getting an A is of paramount importance (as opposed to acquiring in-demand new skills), or who do not anticipate a career that would involve data analytics.
Key Learning Objectives: It is designed to introduce you to the most common analytical methods and use cases for making data-based strategic as well as tactical decisions in marketing. Key topics include:
- common data sources for customer analytics
- customer database summary and visualization
- common applications of linear regression in database marketing
- cluster analysis for customer segmentation
- recency, frequency and monetary (RFM) analysis for customer selection
- logistic regression for lead scoring
- customer lifetime value and customer equity
- size and share of customer wallet for customer development
- churn analysis for customer retention
- conjoint analysis for product & pricing decisions
- marketing mix modeling
- market basket analysis and collaborative filtering for product recommendation
- pricing analytics (demand curve estimation, price optimization, hedonic regression)
- leveraging online search data for customer trend analysis
- leveraging generative AI for customer insights
Click here for example syllabus
Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services. In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage brands within their overall marketing and corporate strategy efforts.
Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands. Brand management opportunities and challenges will be discussed within the context of a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global. Guest speakers, case studies, and team projects will give students experience applying these concepts to real-world situations.
MKT 382 – CRM & Database Marketing
(Unique Number 06675)
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Spring 2025
Instructor: Rex Du, Shelby H. Carter, Jr., & Patricia Carter Regents Professor of Marketing
Day/Time/Place: T & Th 3:30 – 4:45 PM @ RRH 2.238
Course Description: As firms transition from product-centric, transactional marketing to customer-centric, relational marketing, the customer base has become one of the organization’s most valuable assets. Consequently, the customer database has emerged as the focal point for analysis and the foundation for developing and implementing marketing strategies and tactics. This course introduces core concepts and analytical tools for managing customer relationships and conducting database marketing, with a focus on two broad themes:
- Customer-Centric, Value-Based Marketing
This theme explores the principles of customer relationship management (CRM) and customer equity. The customer lifecycle is introduced as an overarching framework, emphasizing the importance of customer profitability and lifetime value in CRM decisions.
- Customer Data Analytics
This theme delves into the analysis of customer data, focusing on predictive analytics. Examples include predicting customer responses to marketing offers, identifying potential churn, and recommending products based on customers’ purchase histories.
The course also addresses key issues, techniques and terminologies associated with database marketing. Topics include RFM analysis, lead scoring, cluster analysis for segmentation, and collaborative filtering and association rules for product recommendations. The emphasis is on developing intuition and gaining hands-on experience with real-life CRM applications.
Who Should Take It: This course is designed for students who are interested in enhancing their business analytics skills, particularly in marketing analytics, and who are eager to go the extra mile to acquire essential skills that add value to their resumes.
Who Should NOT Take It: Students who are looking for an “easy” course, prioritize getting an A over acquiring new skills, or do not anticipate pursuing a career involving data analytics may find this course less suitable.
Key Learning Objectives:
- Develop a strong foundation in customer-centric marketing
- Learn the importance of the customer lifecycle and customer valuation in CRM
- Leverage customer analytics to improve the ROI of marketing initiatives
- Gain exposure to commonly used analytical tools for database marketing
- Enhance your competitive edge in the job market
Fall 2024 - Undergraduate
Fall 2024 – Undergraduate
MKT 320F
Foundations of Marketing – WB
Walls, Steven
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Prerequisite: Forty-five semester hours of college coursework; Restricted to non-McCombs School of Business majors.
This course will introduce basic concepts and terminology in marketing: the process of
developing marketing strategy, the role, design, and management of marketing activities within the firm,
external influences that affect the development of marketing strategy, and basic analytical tools appropriate to
marketing decision–making.
MKT 337
Principles of Marketing
Turner, Trenzio; Miller, Herb; Pew, Ethan; Golden, Linda; Macfarland, Hector Gomez; Aarons, Christopher
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Prerequisites: Admission to a Business major, Credit or Registration for BA 324 or BA 324H, and Credit or Registration for STA 309 or STA 309H
Principles of Marketing focuses on helping students develop foundational perspectives on marketing. This
course will cover a variety of topics including brands, positioning, segmentation, marketing research,
pricing, designing campaigns, personal selling, driving growth, and developing new market offerings.
Students will complete three cases, three exams, and a team project. This course is designed to draw
connections between the marketing function of organizations and other disciplines such as finance,
management, accounting, and operations.
MKT 337
Principles of Marketing-WB
Macfarland, Hector Gomez
Prerequisite: Statistics 301 or 301H.
MKT 337H
Principles of Marketing: Honors
McAlister, Leigh
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Prerequisite: Admission to McCombs School of Business Honors Program, Credit or registration for the following: Accounting 312H; and Business Administration 324H; and Economics 304K and 304L; and Statistics 371H, or Statistics 235H and Decision Science 235H.
MKT 337N
Intro to Marketing in NY-UTNY
Salvato, Ed
Prerequisites: Enrollment in this course is limited to participants in the UTNY program.
The primary objective of Marketing 337 at UTNY is to introduce you to the basic concepts, practices and tools of marketing. At UTNY we emphasize contemporary issues relating to marketing including arts and entertainment, travel and hospitality, technology, and financial services, as well as major marketing firms and agencies. It’s equally suitable for those who wish to pursue marketing as for those in other fields. The fundamental concepts of marketing we cover in class resonate all around us. To understand marketing is to understand how our so many contemporary systems work from ads you see on Instagram to your Starbucks loyalty card to predictive streaming video services. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in key marketing concepts. We pair at-home reading and work with in-class activities and lectures. We also organize several field trips to NYC cultural institutions. For each of these visits, we host the director of marketing in class the following week for in-depth discussions about marketing their products and services. These are also opportunities for growing your professional network. In the spring we visited the EDGE NYC, the newest observation deck in the city and the only one with an outdoor viewing platform at 1,100 feet; the Museum of Modern Art; and Little Island, a human-constructed art-and-green space in the Hudson River that opened in spring 2021.
MKT 354
9-Business to Business Marketing
Bentzin, Ben
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Prerequisite: Marketing 320F, 337 or 337H.
Business-to-business (B2B) and business-to-government sales represent roughly 60% of total US economic output. A substantial percentage of McCombs graduates accept employment after graduation in entities that market their products to business and government customers. This course focuses on the skills students need to understand the unique needs of business customers and succeed in marketing and management roles within B2B businesses. Case studies and guest lecturers focus on B2B marketing skills including: organizational buying and selling models; launching B2B products and services; pricing a product line; sales management and support; managing distribution partners; and social media for B2B promotion.
B2B Marketing will include lectures, case discussions, a real world B2B marketing project, and guest speakers.
MKT 354
10-Strategic Consulting for Marketers
Peterson, Bill
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Prerequisite: Marketing 320F, 337 or 337H.
Strategy consultants get called into to solve the toughest problems that a company has: a new product strategy, a new sales or channel model, creating innovative new business models, or even the complete repositioning of a company. Many marketers naturally gravitate toward these strategic roles – after all, who better to solve these problems than those of us who understand the markets, the competition, and the customers?
In our Strategy Consulting class, you will be a strategy consultant. You will be working with a real client solving a real problem. While we occasionally meet as a class to discuss consulting methods and best practices, most of your time in this class will be working hands-on with your client and instructor to execute a complete consulting engagement.
In our Strategy Consulting class you will gain experience with:
- How to “frame” complex problems
- How to collect data and apply marketing concepts to solve those problems
- How to package our recommendations and work with our client to make them successful
This class is appropriate for those interested in becoming a consultant or entrepreneur, or anyone interested in developing skills to solve tough strategic problems within an organization.
MKT 360
Information and Analysis
Pew, Ethan; Roberts Annabelle
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Restricted to students in a business major.
Prerequisite: Admission to a Business major or credits for MKT 337 and STA 309.
The aim of this course is to teach students the methods, principles, and theories of modern evidence–based decision making, and to apply these to practical business settings. Students will learn concepts and terminology used by marketers and will gain experience with methodological tools and quantitative analysis. Specifically, we will cover topics that are critical to statistical inference in marketing, such as hypothesis testing, regression, A/B testing, text analysis, and more. Students will also gain hands–on experience with research and analysis techniques over the course of the semester with their team research project. Teams will work together to define a marketing research problem, design a study, build a questionnaire, collect, analyze, and interpret data as well as present their results and evidence–based recommendations the end of the semester.
MKT 363
Professional Selling/Sales Management
Miller, Herb
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Prerequisite: Marketing 320F, 337, 337H, or 337N
This course is designed to be a hands-on introduction to selling and sales management. Speakers, films, role playing, group projects, and a personal field trip will give each student a “real world” experience. The commitment to each student is to leave this class with what it takes to be a “dynamic leader” in any endeavor you choose to pursue. The objective is to develop skills and abilities that allow a business student to manage their sales territories as if it were their own business. The unique skills they will develop will enable them to build successful sales and management careers.
MKT 366P
Marketing Practicum
Rao, Raghunath
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Prerequisite: Completion of forty-five semester hours of coursework and Marketing 337 or 337H.
MKT 366P, Special Projects in Marketing Practicum, affords students the opportunity to apply their marketing knowledge to an actual business situation, working to solve a marketing problem in an experience similar to an internship. This course addresses the question: “How do I develop the professional marketing and business skills that will enable me to develop marketing strategies for a for–profit or not–for–profit enterprise?”
While some of the learning in this course will be through lectures and activities in class, much of the work, and therefore the learning, will happen outside of the classroom: in team meetings;
meetings with the client; meetings with the instructor; and individual work.
The course is designed to help the student:
- Gain additional marketing insight and experience by applying marketing concepts to an actual business situation.
- Gain experience acting as a marketing consultant, experiencing the triumphs and challenges of working as part of a team to address a marketing problem.
- Make subsequent marketing studies more meaningful by providing a real–life experience.
- Develop insights and networking contacts that may prove useful in your career.
With some exceptions noted in the class schedule below, class sessions will generally consist of:
- Lecture/class discussions, there will typically be a short exercise due before the beginning of class;
- Project work time for teams to meet as a group and with clients.
- 10-minute meetings for each team to meet the instructor in the classroom (on alternative class days);
During the last two class sessions, student teams will present their findings to the sponsoring
client organization as well as present an executive summary of their project to the class.
MKT 370
Marketing Policies
Yalcin Williams, Gizem
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Prerequisite: Ninety semester hours of college coursework, including Marketing 337 or 337H; credit or registration for either Marketing 360 or 460, and one of the following: Business Administration 353, 366P, Accounting 366P, Business Analytics 366P, International Business 366P, Finance 364P, 365P, 366P, Management 347P, 366P, 367P, 369P, Management Information Systems 366P, Marketing 366P, Operations Management 366P; and three additional semester hours of elective coursework in marketing.
This capstone course where students develop skills in evaluating and formulating strategic marketing
decisions, learn about how consumers behave, and how companies adapt to changes in the market. The
course will use a mixture of case discussions, and readings– integrating concepts and hands-on problem
solving.
Through a combination of lectures and cases, you will learn the drivers of a successful marketing strategy
and reasons why a given marketing strategy may succeed or fail. Each class will be either a lecture, guest
lecture or a case discussion. When additional materials are required for class discussion or case preparation,
those materials will be posted on Canvas.
May be counted toward the writing flag requirement. May be counted toward the independent inquiry flag
requirement.
MKT 372T
Advanced Data Analytics for Marketing
Duan, Jason
Prerequisite: Admissions to a Business Major, Marketing 337 or 337H.
The effectiveness of marketing decisions highly depends on the information obtained through marketing data analysis. Marketing analytics allows companies to gain an advantage by serving customers better than competitors do. The course Data-Driven Marketing will cover a number of advanced data analysis problems focusing on methods and their implementations.
Students will enhance their knowledge and understanding of how marketing analytics is applied in practice and can benefit marketing decision-making. There is a high level of “hands-on” knowledge and active learning involved, so that students will be able to implement the techniques in their future careers. Teamwork is an important part of this course as well. Students collaborate with team members on projects covering an array of practical business settings and communicate findings and recommendations in written reports and in-class presentations.
Different research designs, marketing models and estimation methods are discussed and applied in individual and team projects. The course helps students to gain hands-on knowledge of marketing data analysis and how to use and interpret the information it provides. The scope will range from qualitative to experimental and quantitative analyses, which are used to support marketing decisions. Projects focus on topics such as experimental design, choice-based conjoint analysis and resource allocation in the context of customer satisfaction, market segmentation, brand positioning, pricing, new customer acquisition, and customer retention.
MKT 372T
Applied Analytical Tools for Marketing
Mahajan, Vijay
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Prerequisite: Admissions to a Business Major, Marketing 337 or 337H.
This course deals with concepts, methods, and applications of analytical tools to address such marketing issues as segmentation, targeting and positioning, new product design and development, advertising, and sales force management and promotion planning using a unique online platform called Enginius.biz. The course is designed for BBA students who have some background in or understanding of marketing principles and exposure to spreadsheet programs such as Microsoft excel.
Building on the conventional capstone marketing courses that focus on conceptual material, this course will attempt to provide skills to translate conceptual understanding into specific operational plans — a skill in increasing demand in organizations today. Using market simulations and related exercises tied to PC–based computer software tools, students will develop marketing plans in various decision contexts.
The course will be of particular value to students planning careers in marketing and management consulting, brand management, client services, and marketing/business analytics.
MKT 372T
Corporate Governance
Cunningham, William
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Prerequisite: Admissions to a Business Major, Marketing 337 or 337H.
Corporate directors represent the owners of the firm. They are ultimately responsible for the strategic direction and mission of the firm. Their specific responsibilities include, but are not limited to, the selection of the CEO, hiring of outside auditors, establishing the relationship between the internal auditor and the board, approval of SEC filing documents, determination of performance targets, approval of executive compensation plans, and the creation of an appropriate corporate culture.
The first objective of the class is to help prepare future directors of for–profits and not–for–profits to fulfill their fiduciary duties to the organizations they serve. The second objective of the course is to understand the nature and scope of corporate boards from the perspective of society.
The class will be of interest to students who want to learn how corporations are governed. It will also be of interest to law students who are interested in general counsel positions, as well as students in the LBJ School. The governance structure of most non–profit organizations is very similar to that of for–profit corporations.
The course will have two distinct formats. Professor Cunningham will lecture to the class to help ensure that all students have a fundamental knowledge of major issues facing Board of Directors. The second format will be to have a number of guest speakers address the class on a wide variety of corporate governance issues.
A partial list of guest speakers include Darrell McKown, Partner at Ernst and Young, Charles Matthews– former General Counsel of Exxon, Geoffrey Raynor–CEO of Q Investments, Sherron Watkins–Time Magazine Person of the Year, Richard Fisher–former President and CEO of the Federal Reserve Bank of Dallas, Doug Brooks, former Chairman of Brinker International, Tammy Romo–Senior Vice President of
Finance and CFO at Southwest Airlines, David Booth–Chairman of Dimensional Fund Advisors, Jim Moroney–former Publisher and CEO of Dallas Morning News, Walter Robb–former Co–CEO of Whole Foods, Alan Blake–CEO of Nuclein, and Mary Ellen Weber–astronaut.
Professor Cunningham is former President of UT Austin and former Chancellor of the UT System. He has served on a number of corporate boards. He is Lead Director of Lincoln Financial and Southwest Airlines and serves on the Board of John Hancock Mutual Funds. He is also Chairman of the Board of Nuclein.
MKT 372T
Influence of Marketing in Society
Crabbe, Rowena
Click here for example syllabus
Restricted to students in a business major.
Brands are increasingly involved in socio–political debates. It is important for consumers and marketers to critically engage with and understand the role of brands as agentic and influential social actors who can reflect, perpetuate, and challenge societal values and norms. Leveraging real–world case studies and classroom discussion, students will have the opportunity to examine how marketers’ decisions about segmenting, targeting, positioning, product design, pricing, distribution, and communication may challenge or perpetuate social hierarchies. The course will introduce sociological theories to understand how companies navigate profit and social responsibility, varying types of activism, consumer reactions and responses to brand activism, and the role of identities (e.g., race/gender) in marketing. The course will end with a final group project focused on understanding and then reimagining a company’s brand activism and corporate social responsibility strategy.
MKT 372T
4-Small Business/Entrepreneurial Marketing
Gabbi, Alessandro
Click here for example syllabus
Restricted to students in a business major.
MKT 372, Entrepreneurial Marketing, affords students the opportunity to learn practical skills around growing an entrepreneurial venture. In a start–up or high–growth venture, frequently the idea is the easy part. But that’s just the beginning. This course helps students answer some of the most fundamental questions for a new business venture: how do I validate my idea with customers? How do I get adoption for my idea? What monetization models are available to me to convert my idea into a successful business? What marketing techniques can I take advantage of on a limited budget? And more!
We will achieve these learning outcomes through a combination of lecture, guest presentations,
case studies / discussions, and group projects. The course is designed to help the student:
- Complete a market analysis aimed at understanding customer motivations, willingness to pay, and value creation
- Understand monetization / business models that entrepreneurial ventures can use
- Build a marketing plan for a start–up venture including product, price, promotion, and channel considerations
- Use data–driven analytics and metrics to drive entrepreneurial marketing decision making
MKT 372T
5-Design Thinking Business Innovation
Higginbotham, Dimitri; Rader, Jacob; Aljets, Myan
Prerequisite: Admissions to a Business Major, Marketing 337 or 337H.
This is a class about working like a designer in collaboration with other designers, whether you consider yourself a designer or not. You’ll investigate designerly methods & processes and spend time practicing on real projects. This is a chance to discover what topics such as Design Thinking, creativity, and prototyping mean to you as well as others, so that the next time you’re working on an academic, personal, or professional project, you’ll have a new vocabulary for communicating among your partners. Most important, you’ll have new design tools you can confidently use in any of these contexts.
MKT 372T
5-Design Thinking Business Innovation-WB
Howard, James
Prerequisite: Admissions to a Business Major, Marketing 337 or 337H.
This is a class about working like a designer in collaboration with other designers, whether you consider yourself a designer or not. You’ll investigate designerly methods & processes and spend time practicing on real projects. This is a chance to discover what topics such as Design Thinking, creativity, and prototyping mean to you as well as others, so that the next time you’re working on an academic, personal, or professional project, you’ll have a new vocabulary for communicating among your partners. Most important, you’ll have new design tools you can confidently use in any of these contexts.
MKT 372T
8-Creativity and Leadership
Raghunathan, Rajagopal
Click here for example syllabus
Prerequisite: Marketing 337 or 337H
In this course, we will discuss the following three main topics:
- What is happiness, how can it be measured, and why is it useful in organizational contexts?
- What are the main determinants of happiness in the workplace?
- What can an employee do enhance her own, and her coworker’s, happiness in the workplace?
In addressing these questions, we will cover a variety of topics, including:
- “Functionality of happiness” (how happier people—and organizations—are more productive),
- Differences between happiness, meaning, and psychological richness
- The “BAMBA” model of happiness at work
- What employees can do to help nurture basic needs, autonomy, mastery, belonging, and abundance culture at work.
We will use a variety of learning methods, including readings, videos, lectures, interactive in–
class exercises, take–home assignments, quizzes and exams to achieve our objectives
MKT 372T
11-Brand Management
Brister, Steven
Click here for example syllabus
Prerequisite: Admissions to a Business Major, Marketing 337 or 337H.
Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services. In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage brands within their overall marketing and corporate strategy efforts.
Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands. Brand management opportunities and challenges will be discussed within the context of a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global. Guest speakers, case studies, and team projects will give students experience applying these concepts to real-world situations.
MKT 372T
14-Global Marketing
Gabbi, Alessandro
Click here for example syllabus
Prerequisite: Admissions to a Business Major, Marketing 337 or 337H.
MKT 372, Global Marketing, affords students the opportunity to expand the core marketing
knowledge by learning how to apply it in a global context. Over the course of the semester, we will have the opportunity to learn about how global forces affect a company’s marketing mix, strategy, customer segmentation and positioning, and structure. We will achieve these results through a combination of lecture, guest presentations, case studies / discussions, and group projects. Because of the amount of exposure to and discussion this course contains of cultures around the world and their impact on business, this course carries the Global Cultures flag.
The course is designed to help the student:
- Develop an understanding of the global business environment and how to apply this understanding to marketing strategy
- Assess and address local and global buyers and local and global competitors
- Select and enter foreign markets
- Balance global and local considerations when developing the marketing mix
- Organize a firm for global marketing
- Research and present a Global Marketing Strategy
MKT 372T
21-Strategic Product Management
Peterson, Bill
Click here for example syllabus
Prerequisite: Admissions to a Business Major, Marketing 337 or 337H.
It’s been said that a successful new product does more good for an organization than anything else that can happen. New products can allow an organization to one–up competitors, address new markets, hit a new price point, or completely reposition a company. We must get our new products right. MKT372 “Product Management” is about just that – getting the product right.
With class discussion, cases, a team project, guest speakers and other activities, we will cover all of the aspects of a successful product management effort:
- Identifying market opportunities
- Profiling and prioritizing underserved customer needs
- Creating product strategy and product definitions
- Managing the design/build/validate process
- Preparing the organization to successfully launch the new product
This class is appropriate for those interested in becoming a product manager, entrepreneur, or consultant, or anyone interested in gaining insight on this most important part of marketing management.
MKT 372T
22-Predict Analytics/Data Mining
Tsechansky, Mark
Prerequisite: Admissions to a Business Major, Marketing 337 or 337H. Additional prerequisite: Statistics 301 or 301H.
MKT 372T
24-Digital Marketing
Aarons, Christopher
Click here for example syllabus
Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H
What do Wendy’s, Chipotle, Kendra Scott, and most of your favorite brands have in common? They excel at digital marketing and know to engage their best customers over and over again. In fact, they demonstrate they are the right brand, doing the right things that makes them worthy of our evangelism with proven mindsets, processes and methodologies (FYI, technology does not make you a digital brand). In this class, you will learn how they succeed across web, SEO, SEM, email, social, video and more as well as learn the 15 key principles of doing digital right. The entire course is designed like an internship and is built around hands-on practice, the latest best practices and world-class guest speakers to give you the foundation needed to thrive in digital in our digital world.
MKT 372T
27-Reputation Risk/Crisis Management
Golden, Linda
Prerequisite: Admissions to a Business Major, Marketing 337 or 337H.
Reputational risks and crises of all types are inevitable. Failures due to these risks and crises are not inevitable . In today’s world, crises and risks are all around us and often (if not always) carry a reputational risk that has business, social and/or marketing implications. The mission of this course is to help equip you to develop your decision – making tools to identify and effectively address risks and crises in our increasingly risk-laden dynamic and uncertain world. Crises are of many types and being prepared personally and professionally will help mitigate the damage. Unanticipated reputational crises can destroy a brand, enterprise, firm or person and their reputation. Properly anticipated , the damage, reputational or otherwise, from a crisis may be mitigated or, possibly, avoided totally. Marketing and communications play a substantial role in both risk assessment and crisis management processes. This course seeks to increase your awareness of dimensions of reputational risks so you can manage them more effectively while giving you more perspective on the complex inter-relationships of elements and disciplines at work in business development and management. Building and preserving your reputation is critical and impacts all image aspects.
MKT 178
Artificial Intelligence in Marketing
MKT 178
Data for Business Influence
Cler, Cameron
Prerequisites: 24 semester hours of college credit
This course is designed to teach students the core principles behind influencing with data and to apply the learnings to practical business settings. Specifically, we will cover topics and frameworks that create data-informed arguments for any audience. We will examine how to logically sequence evidence to create persuasive arguments and use data to facilitate storytelling. The objective is to take any scenario, such as applying for a job, presenting your research, managing a project team, or negotiating within a business context, and apply techniques to influence toward a desired outcome. These skills will allow students to synthesize and present their qualitative and quantitative data to expertly deliver persuasive communications and presentations.
MKT 178
Exploring Marketing Careers
Maherali, Sahil
Prerequisite: Twenty-four semester hours of college credit.
Prerequisites: 24 semester hours of college credit
This course will teach students about the wide range of careers available to them in marketing. We’ll explore what people do in these careers; skills that are needed and used; how these jobs contribute to the business and how they work together; the education and career paths toward getting these jobs. The course will rely on weekly guest speakers, simulations, and day-in-the-life projects. Additionally, we’ll develop key recruiting skills such as networking, resumes & LinkedIn, and interviewing. Students who take this course will gain a solid understanding of the marketing career space, and the options available to them, as well as learn about what they can do to better find marketing careers that fit their individual strengths, interests, and goals.
Sahil Maherali currently works for McKinsey in Austin. He also worked for many years in the McCombs Undergraduate Career Center. He is an expert in the marketing career space and has deep knowledge of the variety of marketing careers available to professionals and the skills needed to obtain, and succeed in these careers.
MKT 178
Storytelling: Persuasive Selling
Pearson, Robert
Prerequisites: 24 semester hours of college credit
Based on the book, Crafting Persuasion, this class will discuss how we are all becoming “audience architects” who understand exactly which people, words, content and channels matter to each audience segment we desire to reach. The models discussed in class are used by leading companies worldwide to build relationships with current and new customers. Students will learn and apply the ABCDE model for persuasive selling: Audience, Behavior, Content, Distribution, and Evaluation.
MKT 178
1-Data Storytelling/Visualization
Forrest, Monika Patel
Click here for example syllabus
Prerequisites: 24 semester hours of college credit
Data visualization is the process in which we graphically represent complex data for the purpose of summarizing, interpreting, and deriving business decisions.
Data visualization is becoming an increasingly sought after skill-set in the workforce and a core component to the Business Intelligence process.
Tableau has risen to be synonymous with data visualization. It is the best-in-class business intelligence platform and employees with Tableau mastery are highly desired in every industry.
This course will provide an introduction to data visualization best practices and expose you to Tableau as a tool for visualizing data. Data sets are provided ahead of each class meeting and students will build dashboards in class, publishing them to the free Tableau Public. This can act as your data visualization portfolio when applying for internships and later, your first job out of school.
MKT 179C
Independent Research in Marketing
MKT 379C
Independent Research in Marketing
Fall 2024 - Graduate
Fall 2024 – Graduate
FULL TIME MBA
MKT 382
31-Corporate Governance
Cunningham, William
Click here for example syllabus
Corporate directors represent the owners of the firm. They are ultimately responsible for the strategic direction and mission of the firm. Their specific responsibilities include, but are not limited to, the selection of the CEO, hiring of outside auditors, establishing the relationship between the internal auditor and the board, approval of SEC filing documents, determination of performance targets, approval of executive compensation plans, and the creation of an appropriate corporate culture.
The first objective of the class is to help prepare future directors of for–profits and not–for–profits to fulfill their fiduciary duties to the organizations they serve. The second objective of the course is to understand the nature and scope of corporate boards from the perspective of society.
The class will be of interest to students who want to learn how corporations are governed. It will also be of interest to law students who are interested in general counsel positions, as well as students in the LBJ School. The governance structure of most non–profit organizations is very similar to that of for–profit corporations.
The course will have two distinct formats. Professor Cunningham will lecture to the class to help ensure that all students have a fundamental knowledge of major issues facing Board of Directors. The second format will be to have a number of guest speakers address the class on a wide variety of corporate governance issues.
A partial list of guest speakers include Darrell McKown, Partner at Ernst and Young, Charles Matthews– former General Counsel of Exxon, Geoffrey Raynor–CEO of Q Investments, Sherron Watkins–Time Magazine Person of the Year, Richard Fisher–former President and CEO of the Federal Reserve Bank of Dallas, Doug Brooks, former Chairman of Brinker International, Tammy Romo–Senior Vice President of
Finance and CFO at Southwest Airlines, David Booth–Chairman of Dimensional Fund Advisors, Jim Moroney–former Publisher and CEO of Dallas Morning News, Walter Robb–former Co–CEO of Whole Foods, Alan Blake–CEO of Nuclein, and Mary Ellen Weber–astronaut.
Professor Cunningham is former President of UT Austin and former Chancellor of the UT System. He has served on a number of corporate boards. He is Lead Director of Lincoln Financial and Southwest Airlines and serves on the Board of John Hancock Mutual Funds. He is also Chairman of the Board of Nuclein.
MKT 382
33-Design Thinking Business Innovation
Raghunathan, Rajagopal
Prerequisite: Graduate standing.
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
MKT 382
37-Strategic Branding
Brister, Steven
Click here for example syllabus
Prerequisites: Graduate Standing
A brand is a node in memory with associations tied to it. The behavior of a consumer whose memory contains such a brand is altered in such a way that the consumer responds more favorably to the brands’ offerings. In addition to learning the process for developing the network of associations that make up a brand, we will develop an understanding of how that brand influences expected future cash flows, and therefore firm value.
Students will work in teams to develop a brand over the course of the semester. Class sessions will be set aside for teams to work together.
Rather than having a midterm and final, the course will have daily quizzes drawn from all of the material covered up to that point in the course. Class participation will be graded and students will be cold called. Finally, in most class sessions, students will work in teams on exercises that require understanding and use of the tools discussed in that class period.
MKT 382
54-Data Driven Marketing
Duan, Jason
MKT 382
Digital Marketing
Aarons, Christopher
Click here for example syllabus
Prerequisite: Graduate standing
The Internet is a dynamic marketplace if there ever was one. This class will give you a practical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you’ll need to perform vital daily functions. By the end of the course, you will be able to walk into any company and help assess and improve their use of their digital marketing.
MKT 382
Influence of Marketing in Society
Crabbe, Rowena
Click here for example syllabus
Brands are increasingly involved in socio–political debates. It is important for consumers and marketers to critically engage with and understand the role of brands as agentic and influential social actors who can reflect, perpetuate, and challenge societal values and norms. Leveraging real–world case studies and classroom discussion, students will have the opportunity to examine how marketers’ decisions about segmenting, targeting, positioning, product design, pricing, distribution, and communication may challenge or perpetuate social hierarchies. The course will introduce sociological theories to understand how companies navigate profit and social responsibility, varying types of activism, consumer reactions and responses to brand activism, and the role of identities (e.g., race/gender) in marketing. The course will end with a final group project focused on understanding and then reimagining a company’s brand activism and corporate social responsibility strategy.
MKT 382
71-CCIMS MKT Fellows Practicum
Brister, Steven
MKT 282
51-Analysis of Markets
Henderson, Ty
MKT 188
Business Development & Marketing Sales Leadership
Nemeroff, Gerald
Click here for example syllabus
Prerequisite: Graduate standing
Additional prerequisites may vary with topics
Business Development and Marketing Sales Leadership is a one-hour MBA course that covers aspects of the consultative sales cycle, the differences between introductory, implicit and explicit sales calls, executive level negotiation and the leadership and management skills and processes that are needed to lead a business development function. These topics will be addressed from multiple perspectives from the instructor who has 19 years of experience in a Big Four consultancy and three guest speakers that include a successful technology entrepreneur, a recently promoted partner from a consultancy firm and sales leader from a Fortune 500 company. The content will be shared in an interactive fashion and there will be several group exercises and roleplays to reinforce the learning. At the conclusion of the class the student will understand the behaviors and methodologies that will aid them in more effectively persuading others, a negotiating process that will improve outcomes and a leadership approach that can be applied in a multitude of roles and industries.
MKT 188
Data Storytelling/Visualization
Forrest, Monica Patel
Click here for example syllabus
Data visualization is the process in which we graphically represent complex data for the purpose of summarizing, interpreting, and deriving business decisions.
Data visualization is becoming an increasingly sought after skill-set in the workforce and a core component to the Business Intelligence process.
Tableau has risen to be synonymous with data visualization. It is the best-in-class business intelligence platform and employees with Tableau mastery are highly desired in every industry.
This course will provide an introduction to data visualization best practices and expose you to Tableau as a tool for visualizing data. Data sets are provided ahead of each class meeting and students will build dashboards in class, publishing them to the free Tableau Public. This can act as your data visualization portfolio when applying for internships and later, your first job out of school.
MS MARKETING & WORKING PROFESSIONAL PROGRAM
MKT 182
Data Visualization/Storytelling
Forrest, Monika Patel
Click here for example syllabus
Data visualization is the process in which we graphically represent complex data for the purpose of summarizing, interpreting, and deriving business decisions.
Data visualization is becoming an increasingly sought after skill-set in the workforce and a core component to the Business Intelligence process.
Tableau has risen to be synonymous with data visualization. It is the best-in-class business intelligence platform and employees with Tableau mastery are highly desired in every industry.
This course will provide an introduction to data visualization best practices and expose you to Tableau as a tool for visualizing data. Data sets are provided ahead of each class meeting and students will build dashboards in class, publishing them to the free Tableau Public. This can act as your data visualization portfolio when applying for internships and later, your first job out of school.
MKT 182
19-Clients/Consulting/Comms
Dobias, Lisa
MKT 182
20-Human Insights
Sanchez, Aleigh
MKT 182
20-Human Insights-MSBA
Sanchez, Aleigh
MKT 182
22-Marketing Analytics
Sonnier, Garrett
MKT 282
Analytics for STP and Marketing Strategy
DeKinder, Jade
MKT 282
33-Design Thinking for Business Innovation-MSM
Walls, Stephen
MKT 282
37-Strategic Branding-DAL
Brister, Steven
MKT 282
37-Strategic Branding-HOU
Brister, Steven
MKT 282
55-Data Analytics/Dynamic Pricing
Rao, Raghunath
MKT 282
56-Marketing Analytics-I-DAL
Henderson, Ty
MKT 282
56-Marketing Analytics-I-HOU
Rao, Raghunath
MKT 282
56-Marketing Analytics-II-DAL
Henderson, Ty
MKT 282
56-Marketing Analytics-II-HOU
Rao, Raghunath
MKT 282
57-Product/Brand Management
Kroeger, Christopher; Gette, Angie; Starns, Karen
Prerequisite: Graduate standing
There is a wide spectrum of how different companies practice product management. In the past, most organizations focused their product teams on output. Today, the state-of-the-art is for product teams, and the product managers that lead them to focus on business outcomes.
This course is oriented around the fundamental product management skills required for you to be a successful product manager and to lead a team that delivers business outcomes. The product skills development we will focus on fall into three categories, Product Discovery, Product Planning, and working with your Product Team.
Learning in this course will be accomplished through hands-on exercises that apply techniques, tools, and models used in product discovery, planning, and team leadership. Students will adopt a real product from a real company and work through all their assignments from the point of view of the product manager for that product. The course will also include lectures, in-class activities, and case studies of product management from technology-enabled companies.
This course is designed to help the student:
- Prepare for a role in product management through hands-on exposure to the fundamentals of modern product management tools, models, and practices.
- Build a portfolio of work examples across the multiple facets of the product manager’s role from a single product perspective.
MKT 382
Data Analysis/Visualization
Stephens, James
MKT 382
56-Marketing Analytics-I-MSM
Sonnier, Garrett
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions. Explore an introduction to a variety of approaches to analyzing firm marketing actions. Discuss preference measurement, market segmentation and targeting, customer economics, product and brand policies, pricing, advertising, and digital marketing.
MKT 282E
Strategic Marketing for Executives
Bentzin, Ben
The objective of the MBA elective Strategic Marketing is for students to develop skills and gain experience in analyzing a business’s situation and then formulating, implementing, and monitoring marketing strategy in a competitive environment. Students apply course concepts by playing the Markstrat marketing simulation throughout the semester. Students compete in teams in a virtual B2B market using marketing research to make decisions including choosing target segments, allocating promotional budgets, growing sales teams, setting prices, investing in channels of distribution, and developing new products. Markstrat provides a complete strategic marketing experience in a fun simulation game. Class sessions will include lectures, discussion, application of concepts, and in-class assignments.
PHD PROGRAM
MKT 397
2-Marketing Management and Strategy
Mahajan, Vijay
Prerequisite: Graduate standing and consent of instructor
Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. Examination from the marketing perspective of the process of strategy development and implementation at various levels of the organization: corporate, strategic business unit, and product line/brand.
MKT 397
5-Research Topics in Marketing-PhD
Roberts, Annabelle
Prerequisite: Graduate standing and consent of instructor
Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. Current research issues, methods, and models in marketing; focus on both theory and methodology.
MKT 397
7-Marketing Models
Rao, Raghunath
Prerequisite: Graduate standing and consent of instructor
Restricted to doctoral students in McCombs School of Business
Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. Introduces state-of-the-art theoretical and empirical marketing models using deductive mathematical analysis and inductive statistical reasoning. Create novel quantitative marketing models and estimation methods and critically evaluate the models in the literature of quantitative marketing.
Spring 2024 - Undergraduate
Spring 2024 – Undergraduate
MKT 320F
Foundations of Marketing – WB
Walls, Steven; Williams, Kevin
Click here for example syllabus
Prerequisite: Forty-five semester hours of college coursework; Restricted to non-McCombs School of Business majors.
This course will introduce basic concepts and terminology in marketing: the process of developing marketing strategy, the role, design, and management of marketing activities within the firm, external influences that affect the development of marketing strategy, and basic analytical tools appropriate to marketing decision–making.
MKT 337
Principles of Marketing
Lemaire, Alain; Miller, Herbert; Aarons, Christopher
Click here for example syllabus
Prerequisites: Admission to a Business major, Credit or Registration for BA 324 or BA 324H, and Credit or Registration for STA 309 or STA 309H
Principles of Marketing focuses on helping students develop foundational perspectives on marketing. This course will cover a variety of topics including brands, positioning, segmentation, marketing research, pricing, designing campaigns, personal selling, driving growth, and developing new market offerings. Students will complete three cases, three exams, and a team project. This course is designed to draw connections between the marketing function of organizations and other disciplines such as finance, management, accounting, and operations.
MKT 337
Principles of Marketing (UT-NY)
Salvato, Ed
Prerequisites: Enrollment in this course is limited to participants in the UTNY program.
MKT 337
Principles of Marketing (Maymester)
Brister, Steven
MKT 337H
Principles of Marketing – Honors
Gabbi, Alex
Click here for example syllabus
Prerequisites: Admission to McCombs School of Business Honors Program, Credit or registration for Accounting 312H, Business Administration 324H, Economics 304K and 304L, and Statistics 309 or 309H
The primary objective of Marketing 337H will be to introduce you to the basic concepts, practices and tools of marketing. The course has a broad scope, is contemporary in outlook, and managerial in orientation. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in the marketing discipline.
For marketing majors, you will find that this course provides a strong foundation for your future studies and work opportunities. As we will quickly learn in class however, “marketing” is not just for marketing majors. It is not simply a function or a department. Instead, marketing is a process which allows an organization to create and deliver value for customers – hopefully more value than competitors offer – and therefore provides the engine for organic growth of an organization. No matter what field you study in college and what career you eventually pursue, your success in business will be largely determined by your ability to deliver more value to customers than your competitors.
Course objectives will be accomplished through a combination of readings, case studies, lectures, guest speakers and assignments. In addition to two exams, you will have the opportunity to put your newfound marketing knowledge to work by creating a basic marketing plan for a business of your choice.
MKT 360
Information and Analysis
Li, Kathy
Click here for example syllabus
Restricted to students in a business major.
Prerequisite: Admission to a Business major or credits for MKT 337 and STA 309.
The aim of the course is to teach students the methods, principles, and theories of modern marketing research and to apply these to practical business settings. Students will learn the concepts and terminology used by marketers, marketing researchers and master methodological tools to obtain a competitive advantage in the business world.
The specific objectives of the course are:
- To understand that marketing problems require information and how this information is obtained and delivered
- To learn how to set up a research design
- To know and understand the different methods of data collection and data analysis
- To train the student to apply methods of data collection and analysis to solve real life marketing problems
- To improve the students’ business writing and presentation skills
- To gain more experience working in teams.
MKT 366P
Special Projects In Marketing Practicum
Gabbi, Alex
Click here for example syllabus
Prerequisite: Completion of forty-five semester hours of coursework and Marketing 337 or 337H.
MKT366P, Special Projects in Marketing Practicum, affords students the opportunity to apply their marketing knowledge to an actual business situation, working to solve a marketing problem in an experience similar to an internship. This course addresses the question: “How do I develop the professional marketing and business skills that will enable me to develop marketing strategies for a for-profit or not-for-profit enterprise?”
While some of the learning in this course will be through lectures and activities in class, much of the work, and therefore the learning, will happen outside of the classroom: in team meetings; meetings with the client; meetings with the instructor; and individual work.
The course is designed to help the student:
- Gain additional marketing insight and experience by applying marketing concepts to an actual business situation.
- Gain experience acting as a marketing consultant, experiencing the triumphs and challenges of working as part of a team to address a marketing problem.
- Make subsequent marketing studies more meaningful by providing a real-life
experience. - Develop insights and networking contacts that may prove useful in your career
MKT 363
Professional Selling and Sales Management
Miller, Herbert
Click here for example syllabus
Prerequisite: Marketing 320F or 337 or 337H.
This course is designed to be a hands-on introduction to selling and sales management. Speakers, films, role playing, group projects, and a personal field trip will give each student a “real world” experience. The commitment to each student is to leave this class with what it takes to be a “dynamic leader” in any endeavor you choose to pursue. The objective is to develop skills and abilities that allow a business student to manage their sales territories as if it were their own business. The unique skills they will develop will enable them to build successful sales and management careers.
MKT 372
Sales Management and Strategy
Chung, Doug
Click here for example syllabus
This is a capstone sales management and strategy course. You can have the most sophisticated technology, the most innovative product, or a fascinating idea for new services; but, at the end of the day, nothing happens without a sale. Sales is the fundamental backbone of trade and business and, thus, this course is vital if you expect to run a business or manage an organization at some point in your career.
Specifically, students should take this course if they expect to join an organization (for-profit or non-profit) where the primary form of go-to-market activity involves personal selling—that is, the use of a sales force to go to market. Students who expect to undertake a leadership role in the management of employees (particularly salespeople) will benefit from this course by learning how to effectively motivate, evaluate, compensate and, therefore, manage them.
Many industries (including but not limited to management consulting, investment banking, private equity, technology, retail, healthcare, B2B) execute with personal selling. Furthermore, many in the professional service industries, traditionally not known for sales (such as private practice law firms and auditing/accounting firms) also rely on personal selling as a main method to go to market. This course will provide the fundamental tools to 1) properly apply sales processes and tactics, 2) effectively manage the people who are responsible for sales, and 3) appropriately execute sales strategies.
MKT 372
29-Customer Analytics and Database Marketing
Du, Rex
Click here for example syllabus
As firms shift from product-centric, transactional marketing to customer-centric, relational marketing, the customer base has been increasingly treated as one of the most valuable assets of the organization. As a result, the customer database has become the focus of analysis and the platform for developing and implementing marketing strategies and tactics. This course provides an introduction to core concepts and analytical tools for managing customer relationship and conducting database marketing. It addresses two broad themes: 1) customer-centric value-based marketing, and 2) customer data analytics. The first theme explores what customer relationship management (CRM) and customer equity mean. The customer lifecycle is introduced as an integrating framework. The importance of customer profitability and lifetime value as a criterion in CRM decisions is emphasized. The second theme emphasizes the analysis of customer database, with a particular focus on different types of predictive analytics (e.g., whether a customer will respond to a marketing offer, whether a customer will churn, or which products a customer would be most likely to buy next).
This course also introduces issues, techniques and terminologies associated with database marketing and machine learning. Specific topics include, for example, RFM analysis, lead scoring, cluster analysis for segmentation, collaborative filtering and association rules for product recommendation, etc. The focus will be on intuition and real-world applications in the context of CRM. It would be a good fit for students who are interested in improving their skills in business analytics in general, marketing analytics in particular.
MKT 372
4-Global Marketing
Gabbi, Alex
Click here for example syllabus
MKT 372, Global Marketing, affords students the opportunity to expand the core marketing knowledge by learning how to apply it in a global context. Over the course of the semester, we will have the opportunity to learn about how global forces affect a company’s marketing mix, strategy, customer segmentation and positioning, and structure. We will achieve these results through a combination of lecture, guest presentations, case studies / discussions, and group projects. Because of the amount of exposure to and discussion this course contains of cultures around the world and their impact on business, this course carries the Global Cultures flag.
The course is designed to help the student:
- Develop an understanding of the global business environment and how to apply this understanding to marketing strategy
- Assess and address local and global buyers and local and global competitors
- Select and enter foreign markets
- Balance global and local considerations when developing the marketing mix
- Organize a firm for global marketing
- Research and present a Global Marketing Strategy
MKT 372
5-Design Thinking for Business Innovation
Higginbotham, Dimitri; Howard, James-WB
This is a class about working like a designer in collaboration with other designers, whether you consider yourself a designer or not. You’ll investigate designerly methods & processes and spend time practicing on real projects. This is a chance to discover what topics such as Design Thinking, creativity, and prototyping mean to you as well as others, so that the next time you’re working on an academic, personal, or professional project, you’ll have a new vocabulary for communicating among your partners. Most important, you’ll have new design tools you can confidently use in any of these contexts.
MKT 372
11-Brand Management
Brister, Steven
Click here for example syllabus
Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H
Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services. In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage brands within their overall marketing and corporate strategy efforts.
Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands. Brand management opportunities and challenges will be discussed within the
context of a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global. Guest speakers, case studies, and team projects will give students experience applying these concepts to real-world situations
MKT 372
Marketing Channels
Peterson, Bill
Click here for example syllabus
As we all know, businesspeople have four primary tools to craft our value proposition and grow our companies. Product creates value, Promotion communicates that value, and Pricing hopefully offers a good deal to the customer while allowing us to capture some value for ourselves. But having a great product with effective promotion offered at the optimal price isn’t enough. If customers can’t access our value proposition where and when and how they want, then what’s the point?
The fourth “P” of marketing, Place (or “Marketing Channel”) is a critically important part of our value proposition. A marketing channel is like a “pipe” between a company and its customers through which flows our demand generation, selling efforts, the product itself, the customer’s payment, customer support, and other important functions.
Should we have a “direct channel” to our customers and perform all these channel functions ourselves? Or should we use some combination of intermediaries (and allow those intermediaries to capture much of what a customer pays for themselves and control the customer relationship)? If the latter, what type and number of intermediaries do we need, and how do we manage them to optimize the attainment of our objectives? Do we need a brick & mortar presence, online, or both?
Our channel marketing decisions have enormous implications for the both the interface we have with our customers and the economics of our business.
In our Marketing Channels class, we will use class discussions, cases, guest speakers and an extremely realistic project to build to learn best practices for:
- Marketing channel strategy: defining the customer requirements for a marketing channel and formulating an overall approach to our channel
- Designing a marketing channel: deciding between a direct or indirect, what types of intermediaries to use (if any), deciding whether we need brick & mortar presence and/or online, etc.
- Building a marketing channel: determining how many outlets we need; specifying channel policies; selecting and recruiting any intermediaries
- Managing a marketing channel: creating and executing a plan for financial incentives, merchandising, ongoing measurement, etc. to ensure that our channel meets the requirements
of our customers and our company
The scope of the class is inclusive of a wide spectrum of industries, company stages, and product types.
This class will build important skills for students with an interest in marketing management, sales, supply chain, consulting, finance, and/or entrepreneurship.
MKT 372
17-Consumer Behavior in a Digital World
Ward, Adrian
Click here for example syllabus
The science of Consumer Behavior centers on asking—and answering—the fundamental question of why people do the things they do. It explains the cognitive, affective, and social mechanisms consumers bring to purchasing, usage, and disposition decisions—and what decisions they make. In this course, you will gain an understanding of the foundations of Consumer Behavior. You will also
explore how these foundational concepts apply to the digital world inhabited by modern consumers—one defined by the interaction of “new” technologies with “old” psychological processes and environments. You will develop your own insights by learning and applying consumer research methods to topic(s) of your choosing. The digital world is constantly evolving, and the ability to see the old behind the new will allow insight into consumer behavior no matter what technological innovations or societal shifts the future brings.
MKT 372
22-Predict Analytics/Data Mining
Tsechansky, Mark
MKT 372
24-Digital Marketing
Aarons, Christopher
Click here for example syllabus
Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H
What do Wendy’s, Chipotle, Kendra Scott, and most of your favorite brands have in common? They excel at digital marketing and know to engage their best customers over and over again. In fact, they demonstrate they are the right brand, doing the right things that makes them worthy of our evangelism with proven mindsets, processes and methodologies (FYI, technology does not make you a digital brand). In this class, you will learn how they succeed across web, SEO, SEM, email, social, video and more as well as learn the 15 key principles of doing digital right. The entire course is designed like an internship and is built around hands-on practice, the latest best practices and world-class guest speakers to give you the foundation needed to thrive in digital in our digital world.
MKT 372
Research Topics: Sharing Economy
Broniarczyk, Susan
Click here for example syllabus
The sharing economy has transformed business models including transportation, real estate, retail, financial, human resources, and entertainment. This course will involve a deep dive using the scientific method to explore key components of the sharing economy (IT platform mediation, peer-to-peer, on-demand) and its implications for institutions (consumers, firms, regulatory entities) and marketing processes (innovation, brands, customer experience, value appropriation).
This course will provide students with a ‘research toolbox’ to make evidence-based recommendations for strategic decisions. Students will learn each step of the research process and apply those skills to conduct their own hands-on research project related to the sharing economy. Students will learn critical analysis skills, determine the best data to answer a research question, apply data analysis skills to large datasets, design experiments to test hypotheses, and
apply LIWC text analysis to reviews.
The course material consists of cutting-edge readings from academic journal articles and business press articles, as well as guest speakers from academia and industry. Deliverables include lively discussion, quizzes, assignments, hands-on data projects, individual research proposal, and end of semester group research project.
Learnings from this course will benefit a range of careers including consulting, UX research, marketing research, consumer insights, business policy, management information systems, brand management, and pursuit of masters and PhD business degrees
MKT 372
28-The Science of Good Business
Kumar, Amit
Click here for example syllabus
Ask any fly on the wall during a corporate luncheon, boardroom meeting, or phone conversation between colleagues and she’ll tell you that one of the most common phrases that’s overheard is “that’s just good business!” What, exactly, is meant by the term “good business?” This class is built on the premise that the word “good” has multiple meanings: People want to do well (or be successful and productive), people want to be good (or act ethically and morally), and people want to feel good (or live happy and satisfying lives). Using insights from the social sciences—consumer-oriented marketing, behavioral economics, decision-making, psychology, and other related fields—the course will examine how individuals and organizations can achieve all three in a business context. A primary focus will be on using theory and data to guide practical applications;
empirical evidence can result in actions that can actually be implemented in the workplace. We’ll emphasize how one’s environment can be designed in such a way that the good in one’s career can be maximized. Further, we will explore and discuss how the different definitions of what “good” is are inherently related to each other. Doing good can lead to both feeling good and doing well.
MKT 372
2-Consumer Behavior (Maymester)
Hoyer, Wayne
MKT 370
Marketing Policies
Yalcin Williams, Gizem; Peterson, Bill
Click here for example syllabus
Marketing Policies is the “capstone” class for all Marketing BBA majors in McCombs. The purpose of this class is – for one final time before graduation – to revisit and expand our knowledge of the various marketing tools, and especially to practice how these various tools can be integrated together to create customer value and grow businesses.
While the concepts we discuss in Marketing Policies will be mostly familiar, the hands-on, intensive way in which we apply them may not be. With cases, a team project, class discussions and other activities, we will strive to put ourselves into realistic scenarios – the type you will face in your career after graduation – to build our skills and confidence in applying our marketing toolkit to real business situations
MKT 178
Sales-Driving B2B Strategies
Narvaez, Andi
Click here for example syllabus
Prerequisites: 24 semester hours of college credit.
Course explores the fundamentals of sales-driving business-to-business strategies, and how sales and marketing work together to build sales pipeline and increase market reach as a key to success in startups and enterprises alike.
MKT 178
Data For Business Influence
Cler, Cameron
Prerequisites: 24 semester hours of college credit
This course is designed to teach students the core principles behind influencing with data and to apply the learnings to practical business settings. Specifically, we will cover topics and frameworks that create data-informed arguments for any audience. We will examine how to logically sequence evidence to create persuasive arguments and use data to facilitate storytelling. The objective is to take any scenario, such as applying for a job, presenting your research, managing a project team, or negotiating within a business context, and apply techniques to influence toward a desired outcome. These skills will allow students to synthesize and present their qualitative and quantitative data to expertly deliver persuasive communications and presentations.
MKT 178
SQL
Stephens, Jamie
Click here for example syllabus
Prerequisites: 24 semester hours of college credit.
Learn how to write SQL queries for marketing and other fields of business. Explore topics such as SQL statements for manipulating data, database capabilities, data modeling, unstructured data, geospatial data, query performance, and data privacy and security.
MKT 178
Exploring Marketing Careers
Maherali, Sahil
Prerequisites: 24 semester hours of college credit
This course will teach students about the wide range of careers available to them in marketing. We’ll explore what people do in these careers; skills that are needed and used; how these jobs contribute to the business and how they work together; the education and career paths toward getting these jobs. The course will rely on weekly guest speakers, simulations, and day-in-the-life projects. Additionally, we’ll develop key recruiting skills such as networking, resumes & LinkedIn, and interviewing. Students who take this course will gain a solid understanding of the marketing career space, and the options available to them, as well as learn about what they can do to better find marketing careers that fit their individual strengths, interests, and goals.
Sahil Maherali currently works for McKinsey in Austin. He also worked for many years in the McCombs Undergraduate Career Center. He is an expert in the marketing career space and has deep knowledge of the variety of marketing careers available to professionals and the skills needed to obtain, and succeed in these careers.
USG 302
Leading Complex Organizations
Cunningham, Bill
Spring 2024 - Graduate
Spring 2024 – Graduate
MKT 382
Digital Marketing
Aarons, Christopher
Prerequisite: Graduate standing
The Internet is a dynamic marketplace if there ever was one. This class will give you a practical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you’ll need to perform vital daily functions. By the end of the course, you will be able to walk into any company and help assess and improve their use of their digital marketing.
MKT 382
Product Management
Ditson, Michael
Click here for example syllabus
Prerequisite: Graduate standing
There is a wide spectrum of how different companies practice product management. In the past, most organizations focused their product teams on output. Today, the state-of-the-art is for product teams, and the product managers that lead them to focus on business outcomes.
This course is oriented around the fundamental product management skills required for you to be a successful product manager and to lead a team that delivers business outcomes. The product skills development we will focus on fall into three categories, Product Discovery, Product Planning, and working with your Product Team.
Learning in this course will be accomplished through hands-on exercises that apply techniques, tools, and models used in product discovery, planning, and team leadership. Students will adopt a real product from a real company and work through all their assignments from the point of view of the product manager for that product. The course will also include lectures, in-class activities, and case studies of product management from technology-enabled companies.
This course is designed to help the student:
- Prepare for a role in product management through hands-on exposure to the fundamentals of modern product management tools, models, and practices.
- Build a portfolio of work examples across the multiple facets of the product manager’s role from a single product perspective.
MKT 382
Sales Management and Strategy
Chung, Doug
Click here for example syllabus
Prerequisite: Graduate standing
This is a capstone sales management and strategy course. You can have the most sophisticated technology, the most innovative product, or a fascinating idea for new services, but nothing happens without a sale. Sales is the fundamental backbone of trade and business and, thus, students should take this course if they expect to join an organization (for-profit or non-profit) where the primary form of go-to-market activity involves personal selling (that is, the use of a sales force to go to market). Students who expect to undertake a leadership role in the management of employees (particularly salespeople) will benefit from this course by learning how to effectively motivate, evaluate, compensate and, therefore, manage these salespeople.
Many industries execute with personal selling. Furthermore, many in the professional service industries, traditionally not known for sales (e.g., private practice law firms and auditing/accounting firms) also rely on personal selling as a main method to go to market. This course will provide the fundamental tools to 1) properly apply sales processes and tactics, 2) effectively manage the people who are responsible for sales, and 3) appropriately execute sales strategies.
The course is a case-based course, where the key learnings would come from discussing real-world cases. The case studies used in the course will cover a variety of industries: enterprise software, professional services, micro finance, medical equipment, pharmaceuticals, automobiles, digital transformation solutions, retail electronics, software-as-a-service, raw materials, high-end products, heavy industries, etc.
The topics covered in class will include but not limited to sales tactics, employee motivation, compensation, inside sales, sales process management, channel management, key account management, and the interconnection between sales and firm strategy.
MKT 382
4-Strategic Marketing
Bentzin, Ben
Click here for example syllabus
The objective of the MBA elective MKT 382 Strategic Marketing is for students to develop skills and gain experience in analyzing a business’s situation and then formulating, implementing, and monitoring marketing strategy in a competitive environment.
Students apply course concepts by playing the Markstrat marketing simulation throughout the semester. Students compete in teams in a virtual B2B market using marketing research to make decisions including choosing target segments, allocating promotional budgets, growing sales teams, setting prices, investing in channels of distribution, and developing new products. Markstrat provides a complete strategic marketing experience in a fun simulation game. Class sessions will include lectures, discussion, application of concepts, and in-class assignments.
MKT 382
12-Customer Strategy
Hoyer, Wayne
Prerequisite: Graduate standing. Additional prerequisite: Completion of an instructor-approved internship.
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions. External resources for competitiveness, such as customer relationships that can help deliver superior quality and drive down costs. The course brings together experienced managers and students who have interned with them to explore issues underlying total quality in marketing.
MKT 382
29-Consumer Behavior In A Digital World
Ward, Adrian
Click here for example syllabus
The science of Consumer Behavior centers on asking—and answering—the fundamental question of why people do the things they do. It explains the cognitive, affective, and social mechanisms consumers bring to purchasing, usage, and disposition decisions—and what decisions they make. In this course, you will gain an understanding of the foundations of Consumer Behavior. You will also explore how these foundational concepts apply to the digital world inhabited by modern consumers—one defined by the interaction of “new” technologies with “old” psychological processes and environments. You will develop your own insights by learning and applying consumer research methods to topic(s) of your choosing. The digital world is constantly evolving, and the ability to see the old behind the new will allow insight into consumer behavior no matter what technological innovations or societal shifts the future brings.
MKT 382
31-Corporate Governance
Cunningham, William
Click here for example syllabus
Prerequisite: Graduate standing.
The first objective of the course will be to help prepare future corporate and non-profit Directors to fulfill their fiduciary duties of care and loyalty to the organizations that they will serve. Directors regularly deal with many issues. These include balancing efforts between establishing quarterly and yearly performance targets and building strong companies that can sustain above-market financial performance. Directors must also manage social and political relationships, diversity and inclusion programs, initiate and integrate acquisitions, create/change corporate culture, continually align the organization structure to the business strategy, allocate resources for a variety of corporate initiatives, deal with issues of corporate governance, succession planning, executive compensation, and learn to navigate through potential public relations disasters. We will examine as many of these topics as time permits.
The second objective of this course will be to understand the nature and scope of corporate Boards from the perspective of society, social and economic interest and what can be done to prevent some of the more publicized corporate governance failures. We will examine several of the more highly publicized corporate failures as well as what action Congress has taken to address corporate malfeasance, and the recommendations that have been made by social critics.
The course is directed primarily at graduate business students, law students, LBJ students, and select undergraduate honors students (Plan II and Business Honors) who expect to serve either as advisors to Boards of Directors or on Boards of Directors of businesses for profit and non-profit organizations. While the course will focus on established public companies, much of the course content will be useful to those individuals who are primarily interested in entrepreneurial organizations, family corporations, or public sector non-profit entities.
MKT 382
32-Creativity And Leadership
Raghunathan, Rajagopal
Click here for example syllabus
Prerequisite: Graduate standing
In this course, we will discuss the following three main topics:
- What is happiness, how can it be measured, and why is it useful in organizational contexts?
- What are the main determinants of happiness in the workplace?
- What can an employee do enhance her own, and her coworker’s, happiness in the workplace?
In addressing these questions, we will cover a variety of topics, including:
- “Functionality of happiness” (how happier people—and organizations—are more productive)
- Differences between happiness, meaning, and psychological richness
- The “BAMBA” model of happiness at work
- What employees can do to help nurture basic needs, autonomy, mastery, belonging, and abundance culture at work.
We will use a variety of learning methods, including readings, videos, lectures, interactive in-class exercises, take-home assignments, quizzes and exams to achieve our objectives.
MKT 382
37-Strategic Branding
Brister, Steven
Click here for example syllabus
Prerequisite: Graduate standing
Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services. In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage brands within their overall marketing and corporate strategy efforts.
Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands. Brand management opportunities and challenges will be discussed within the context of a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global. Guest speakers, case studies, and team projects will give students experience applying these concepts to real-world situations.
MKT 382
38-Science of Good Business
Kumar, Amit
Click here for example syllabus
Prerequisite: Graduate standing.
Ask any fly on the wall during a corporate luncheon, boardroom meeting, or phone conversation between colleagues and she’ll tell you that one of the most common phrases that’s overheard is “that’s just good business!” What, exactly, is meant by the term “good business?” This class is built on the premise that the word “good” has multiple meanings: People want to do well (or be successful and productive), people want to be good (or act ethically and morally), and people want to feel good (or live happy and satisfying lives). Using insights from the social sciences—consumer-oriented marketing, behavioral economics, decision-making, psychology, and other related fields—the course will examine how individuals and organizations can achieve all three in a business context. A primary focus will be on using theory and data to guide practical applications; empirical evidence can result in actions that can actually be implemented in the workplace. We’ll emphasize how one’s environment can be designed in such a way that the good in one’s career can be maximized. Further, we will explore and discuss how the different definitions of what “good” is are inherently related to each other. Doing good can lead to both feeling good and doing well.
MKT 382
55-Data Analytics/Dynamic Pricing
Duan, Jason
Prerequisite: Graduate standing.
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions. Discuss nonlinear pricing, price customization, revenue management, bundling and versioning, channel pricing and auction designs in dynamic settings. Using real data sets and detailed exercises, apply these tools and concepts to diverse contexts and industries ranging from search engines to airlines, hotels and casinos to entertainment, and online retailing, utilities, social media, and self-improvement products. Explore analytical skills that can be applied in diverse settings ranging from business to policy issues and major global issues that confront an informed citizenry.
MKT 188
SQL for Business & Marketing
Stephens, Jamie
Click here for example syllabus
Prerequisite: Graduate standing. Additional prerequisites may vary with topics.
Focuses on contemporary, in-demand marketing topics to help develop the foundational knowledge, hands-on experience, and skills for today’s marketing ecosystem.
MKT 188
Leveraging New Media Channels
Pearson, Robert
Prerequisite: Graduate standing. Additional prerequisites may vary with topics.
Focuses on contemporary, in-demand marketing topics to help develop the foundational knowledge, hands-on experience, and skills for today’s marketing ecosystem. This course will examine how to utilize new media channels like TikTok and Gaming to drive business objectives, utilize existing channels like LinkedIn and Twitter in new ways. Explore next generation media, ranging from effective use of message platforms to how to create content that will align with your audience.
TEMBA PROGRAM – MKT 282
41-Advanced Marketing Management TEMBA
Bentzin, Ben
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
TEMBA PROGRAM – MKT 282
51-Analysis of Markets for Executives
Du, Rex
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
TEMBA PROGRAM – MKT 282
56-Marketing Analytics TEMBA
Sonnier, Garrett
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions. Explore an introduction to a variety of approaches to analyzing firm marketing actions. Discuss preference measurement, market segmentation and targeting, customer economics, product and brand policies, pricing, advertising, and digital marketing.
WORKING PROFESSIONAL MBA – MKT 282
41-Advanced Marketing Management I Dallas
Bentzin, Ben
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
WORKING PROFESSIONAL MBA – MKT 282
41-Advanced Marketing Management I Houston
Dekinder, Jade
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
MSM PROGRAM – MKT 382
Marketing Intelligence Capstone MSM
Brister, Steven; Henderson, Ty
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
MSM PROGRAM – MKT 382
Marketing Analytics II MSM
Duan, Jason
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
MSM PROGRAM – MKT 382
Digital Marketing/Measure
Aarons, Christopher
Prerequisite: Graduate standing
The Internet is a dynamic marketplace if there ever was one. This class will give you a practical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you’ll need to perform vital daily functions. By the end of the course, you will be able to walk into any company and help assess and improve their use of their digital marketing.
MSM PROGRAM – MKT 382
Consumer Behavior/Experience Design
Raghunathan, Rajagopal
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
MSM PROGRAM – MKT 182
Market Data/Demand Modeling
Henderson, Ty
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
MSM PROGRAM – MKT 182
Role of Brand Always On SOC
Westgate, Mike
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
MSM PROGRAM – MKT 182
SQL
Stephens, James
Prerequisite: Graduate standing
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
PHD PROGRAM – MKT 397
5-Research Topics in Marketing
Li, Kathleen
Prerequisite: Graduate standing and consent of instructor
Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. Current research issues, methods, and models in marketing; focus on both theory and methodology.
MKT 182
Role of Marketing Social Bias
Turner, Trenzio
Prerequisite: Graduate standing.
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
MKT 282C
Product Management for Executives
McDonald, Sean
Click here for example syllabus
For the Texas Executive MBA program, this course is designed to provide the student with knowledge of what is Product Management, what is its relationship with other functions inside the enterprise, and what a business leader should know to evaluate a robust product team. This course is not limited to students focus in Marketing. Instead, the course is intended for the business executive, the GM, or C level leader so they have a foundational understanding of product management. Product Marketing is a term also used in this course. For some it is synonymous with product management. We will distinguish the relationship between the two.
MKT 397
4-Marketing Research Methods
Du, Rex
Prerequisite: Graduate standing and consent of instructor.
Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. Advanced statistical procedures and analytical methods for data analysis; reliability and validity of data.
Fall 2023 - Undergraduate
Fall 2023 – Undergraduate
MKT 320F
Foundations of Marketing – WB
Walls, Stephen; Williams, John
Click here for example syllabus
Prerequisite: Forty-five semester hours of college coursework; Restricted to non-McCombs School of Business majors.
This course will introduce basic concepts and terminology in marketing: the process of
developing marketing strategy, the role, design, and management of marketing activities within the firm,
external influences that affect the development of marketing strategy, and basic analytical tools appropriate to
marketing decision–making.
MKT 337
Principles of Marketing
Miller, Herbert; Pew, Ethan; Aarons, Christopher; Golden, Linda
Click here for example syllabus
Prerequisites: Admission to a Business major, Credit or Registration for BA 324 or BA 324H, and Credit or Registration for STA 309 or STA 309H
Principles of Marketing focuses on helping students develop foundational perspectives on marketing. This
course will cover a variety of topics including brands, positioning, segmentation, marketing research,
pricing, designing campaigns, personal selling, driving growth, and developing new market offerings.
Students will complete three cases, three exams, and a team project. This course is designed to draw
connections between the marketing function of organizations and other disciplines such as finance,
management, accounting, and operations.
MKT 337
Principles of Marketing – WB
Gomez Macfarland, Hector
MKT 337H
Principles of Marketing – Honors
McAlister, Leigh
Prerequisites: Admission to McCombs School of Business Honors Program, Credit or registration for Accounting 312H, Business Administration 324H, Economics 304K and 304L, and Statistics 309 or 309H
MKT 337N
Intro to Marketing in New York
Salvato, Ed
Prerequisites: Enrollment in this course is limited to participants in the UTNY program.
MKT 360
Information and Analysis
Roberts, Annabelle
Click here for example syllabus
Restricted to students in a business major.
Prerequisite: Admission to a Business major or credits for MKT 337 and STA 309.
The aim of this course is to teach students the methods, principles, and theories of modern evidence–based decision making, and to apply these to practical business settings. Students will learn concepts and terminology used by marketers and will gain experience with methodological tools and quantitative analysis. Specifically, we will cover topics that are critical to statistical inference in marketing, such as hypothesis testing, regression, A/B testing, text analysis, and more. Students will also gain hands–on experience with research and analysis techniques over the course of the semester with their team research project. Teams will work together to define a marketing research problem, design a study, build a questionnaire, collect, analyze, and interpret data as well as present their results and evidence–based recommendations the end of the semester.
MKT 363
Professional Selling and Sales Management
Miller, Herbert
Prerequisite: Marketing 320F or 337 or 337H.
Click here for example syllabus
This course is designed to be a hands-on introduction to selling and sales management. Speakers, films, role playing, group projects, and a personal field trip will give each student a “real world” experience. The commitment to each student is to leave this class with what it takes to be a “dynamic leader” in any endeavor you choose to pursue. The objective is to develop skills and abilities that allow a business student to manage their sales territories as if it were their own business. The unique skills they will develop will enable them to build successful sales and management careers.
MKT 366P
Marketing Practicum
Rao, Raghunath
Prerequisite: Completion of forty-five semester hours of coursework and Marketing 337 or 337H.
MKT 366P, Special Projects in Marketing Practicum, affords students the opportunity to apply their marketing knowledge to an actual business situation, working to solve a marketing problem in an experience similar to an internship. This course addresses the question: “How do I develop the professional marketing and business skills that will enable me to develop marketing strategies for a for–profit or not–for–profit enterprise?”
While some of the learning in this course will be through lectures and activities in class, much of the work, and therefore the learning, will happen outside of the classroom: in team meetings;
meetings with the client; meetings with the instructor; and individual work.
The course is designed to help the student:
- Gain additional marketing insight and experience by applying marketing concepts to an actual business situation.
- Gain experience acting as a marketing consultant, experiencing the triumphs and challenges of working as part of a team to address a marketing problem.
- Make subsequent marketing studies more meaningful by providing a real–life experience.
- Develop insights and networking contacts that may prove useful in your career.
With some exceptions noted in the class schedule below, class sessions will generally consist of:
- Lecture/class discussions, there will typically be a short exercise due before the beginning of class;
- Project work time for teams to meet as a group and with clients.
- 10-minute meetings for each team to meet the instructor in the classroom (on alternative class days);
During the last two class sessions, student teams will present their findings to the sponsoring
client organization as well as present an executive summary of their project to the class.
MKT 370
Marketing Policies
Srinivasan, Rajashri
Click here for example syllabus
Prerequisites: Ninety semester hours of college coursework, including Marketing 337 or 337H; credit or registration for either Marketing 360 or 460, and one of the following: Accounting 353J, 366P, Business Administration 353, 353H, Finance 353, 366P, Management 347P, 353, 366P,367P, 369P, Management Information Systems 353, 366P, Marketing 353, 366P, Operations Management 353, or 366P; and three additional semester hours of elective coursework in marketing.
May be counted toward the writing flag requirement. May be counted toward the independent inquiry flag requirement.
The focus of this capstone course is the wrapping together all of the marketing skills that have been learnt in the undergraduate marketing program. Specifically, this course is designed to take what you have learned in earlier courses and apply this to solving real-world business problems.
A company’s business strategy, in general, and marketing strategy, in particular represent sustainable sources of competitive advantage. Strategic decisions, unlike tactical decisions, have long term effects and are costly to change once implemented. Through a combination of interactive lectures and cases, you will learn the drivers of a successful strategy and why a given strategy may fail.
While, both creative qualitative and analytical quantitative approaches are considered, this course emphasizes quantitative techniques for analyzing business problems and developing measurable recommendations for action and communicating them to colleagues. The course emphasizes business communications skills through written case assignments, a midterm exam, and a group presentation (and group project report).
WHAT WILL I LEARN?
- Integration and Application of Marketing Concepts and Analytic Tools
- Writing Marketing Plans and Proposal with Analysis of Marketing Data
- Presenting Marketing Plans and Proposals
MKT 372
Advanced Data Analytics for Marketing
Duan, Jason
Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H
The effectiveness of marketing decisions highly depends on the information obtained through marketing data analysis. Marketing analytics allows companies to gain an advantage by serving customers better than competitors do. The course Data-Driven Marketing will cover a number of advanced data analysis problems focusing on methods and their implementations.
Students will enhance their knowledge and understanding of how marketing analytics is applied in practice and can benefit marketing decision-making. There is a high level of “hands-on” knowledge and active learning involved, so that students will be able to implement the techniques in their future careers. Teamwork is an important part of this course as well. Students collaborate with team members on projects covering an array of practical business settings and communicate findings and recommendations in written reports and in-class presentations.
Different research designs, marketing models and estimation methods are discussed and applied in individual and team projects. The course helps students to gain hands-on knowledge of marketing data analysis and how to use and interpret the information it provides. The scope will range from qualitative to experimental and quantitative analyses, which are used to support marketing decisions. Projects focus on topics such as experimental design, choice-based conjoint analysis and resource allocation in the context of customer satisfaction, market segmentation, brand positioning, pricing, new customer acquisition, and customer retention.
MKT 372
Using Analytical Tools for Marketing Decisions
Mahajan, Vijay
Click here for example syllabus
Prerequisite: Marketing 337 or 337H
This course deals with concepts, methods, and applications of analytical tools to address such marketing issues as segmentation, targeting and positioning, new product design and development, advertising, and sales force management and promotion planning using a unique online platform called Enginius.biz. The course is designed for BBA students who have some background in or understanding of marketing principles and exposure to spreadsheet programs such as Microsoft excel.
Building on the conventional capstone marketing courses that focus on conceptual material, this course will attempt to provide skills to translate conceptual understanding into specific operational plans — a skill in increasing demand in organizations today. Using market simulations and related exercises tied to PC–based computer software tools, students will develop marketing plans in various decision contexts.
The course will be of particular value to students planning careers in marketing and management consulting, brand management, client services, and marketing/business analytics.
MKT 372
Corporate Governance
Cunningham, William
Click here for example syllabus
Restricted to students in a business major.
Corporate directors represent the owners of the firm. They are ultimately responsible for the strategic direction and mission of the firm. Their specific responsibilities include, but are not limited to, the selection of the CEO, hiring of outside auditors, establishing the relationship between the internal auditor and the board, approval of SEC filing documents, determination of performance targets, approval of executive compensation plans, and the creation of an appropriate corporate culture.
The first objective of the class is to help prepare future directors of for–profits and not–for–profits to fulfill their fiduciary duties to the organizations they serve. The second objective of the course is to understand the nature and scope of corporate boards from the perspective of society.
The class will be of interest to students who want to learn how corporations are governed. It will also be of interest to law students who are interested in general counsel positions, as well as students in the LBJ School. The governance structure of most non–profit organizations is very similar to that of for–profit corporations.
The course will have two distinct formats. Professor Cunningham will lecture to the class to help ensure that all students have a fundamental knowledge of major issues facing Board of Directors. The second format will be to have a number of guest speakers address the class on a wide variety of corporate governance issues.
A partial list of guest speakers include Darrell McKown, Partner at Ernst and Young, Charles Matthews– former General Counsel of Exxon, Geoffrey Raynor–CEO of Q Investments, Sherron Watkins–Time Magazine Person of the Year, Richard Fisher–former President and CEO of the Federal Reserve Bank of Dallas, Doug Brooks, former Chairman of Brinker International, Tammy Romo–Senior Vice President of
Finance and CFO at Southwest Airlines, David Booth–Chairman of Dimensional Fund Advisors, Jim Moroney–former Publisher and CEO of Dallas Morning News, Walter Robb–former Co–CEO of Whole Foods, Alan Blake–CEO of Nuclein, and Mary Ellen Weber–astronaut.
Professor Cunningham is former President of UT Austin and former Chancellor of the UT System. He has served on a number of corporate boards. He is Lead Director of Lincoln Financial and Southwest Airlines and serves on the Board of John Hancock Mutual Funds. He is also Chairman of the Board of Nuclein.
MKT 372
The Influence of Marketing in Society
Crabbe, Rowena
Click here for example syllabus
Restricted to students in a business major.
Brands are increasingly involved in socio–political debates. It is important for consumers and marketers to critically engage with and understand the role of brands as agentic and influential social actors who can reflect, perpetuate, and challenge societal values and norms. Leveraging real–world case studies and classroom discussion, students will have the opportunity to examine how marketers’ decisions about segmenting, targeting, positioning, product design, pricing, distribution, and communication may challenge or perpetuate social hierarchies. The course will introduce sociological theories to understand how companies navigate profit and social responsibility, varying types of activism, consumer reactions and responses to brand activism, and the role of identities (e.g., race/gender) in marketing. The course will end with a final group project focused on understanding and then reimagining a company’s brand activism and corporate social responsibility strategy.
MKT 372
Pricing Policies and Analytics
Rao, Raghunath
Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H
This course will focus on using data–analytic techniques to understand and inform strategic decision–making with the primary focus upon developing dynamic pricing policies. The key ingredients of the class include the use of sophisticated data tools towards:
- Understanding buyer behavior using price response models
- Understanding and formulating firm policies based on price response
- Creating optimization toolkits for decision making
- Understanding and formulating a competitive response
- Applying pricing insights beyond firms
The course aims to develop rigorous yet practical insights into topics ranging from non–linear pricing, price customization, revenue management, bundling and versioning, channel pricing, and auction designs in dynamic settings. Using real datasets and detailed exercises, these tools and concepts will be applied to diverse contexts and industries ranging from search engines to airlines, hotels, and casinos to entertainment, online retailing, utilities, social media, and self–improvement products. In addition, these tools are critical ingredients for pricing and product management and have been found greatly useful for litigation purposes involving patent infringements and mergers.
An essential learning tool of the class a semester–long data–driven project that will start with: A) Designing a choice experiment to understand consumer preferences; B) Administrating the experiment via an online survey tool; C) Analyzing the choice data to obtain numerical measures of consumer preferences; D) Using preference measures to forecast demand and E) Make strategic decision including pricing. The project will use a professional simulator for analyzing and simulating various scenarios, including profitability analysis used by the top consulting firms and by major corporations.
MKT 372
Small Business and Entrepreneurial Marketing
Gabbi, Alessandro
Click here for example syllabus
Restricted to students in a business major.
MKT 372, Entrepreneurial Marketing, affords students the opportunity to learn practical skills
around growing an entrepreneurial venture. In a start–up or high–growth venture, frequently
the idea is the easy part. But that’s just the beginning. This course helps students answer some of the most fundamental questions for a new business venture: how do I validate my idea with customers? How do I get adoption for my idea? What monetization models are available to me to convert my idea into a successful business? What marketing techniques can I take advantage of on a limited budget? And more!
We will achieve these learning outcomes through a combination of lecture, guest presentations,
case studies / discussions, and group projects. The course is designed to help the student:
- Complete a market analysis aimed at understanding customer motivations, willingness to pay, and value creation
- Understand monetization / business models that entrepreneurial ventures can use
- Build a marketing plan for a start–up venture including product, price, promotion, and
channel considerations - Use data–driven analytics and metrics to drive entrepreneurial marketing decision making
MKT 372
User Generated Content Analytics
Barua, Anitesh
MKT 372
4-Global Marketing
Gabbi, Alessandro
Click here for example syllabus
MKT 372, Global Marketing, affords students the opportunity to expand the core marketing
knowledge by learning how to apply it in a global context. Over the course of the semester, we will have the opportunity to learn about how global forces affect a company’s marketing mix, strategy, customer segmentation and positioning, and structure. We will achieve these results through a combination of lecture, guest presentations, case studies / discussions, and group projects. Because of the amount of exposure to and discussion this course contains of cultures around the world and their impact on business, this course carries the Global Cultures flag.
The course is designed to help the student:
- Develop an understanding of the global business environment and how to apply this understanding to marketing strategy
- Assess and address local and global buyers and local and global competitors
- Select and enter foreign markets
- Balance global and local considerations when developing the marketing mix
- Organize a firm for global marketing
- Research and present a Global Marketing Strategy
MKT 372
5-Design Thinking Business Innovation
Higginbotham, Dimitri; Aljets, Myan & Howard, James-WB
This is a class about working like a designer in collaboration with other designers, whether you consider yourself a designer or not. You’ll investigate designerly methods & processes and spend time practicing on real projects. This is a chance to discover what topics such as Design Thinking, creativity, and prototyping mean to you as well as others, so that the next time you’re working on an academic, personal, or professional project, you’ll have a new vocabulary for communicating among your partners. Most important, you’ll have new design tools you can confidently use in any of these contexts.
MKT 372
11-Brand Management
Brister, Steven
Click here for example syllabus
Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H
Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services. In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage brands within their overall marketing and corporate strategy efforts.
Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands. Brand management opportunities and challenges will be discussed within the context of a variety of industries and markets, including consumer packaged goods, business–to–business, services, technology, online, and global. Guest speakers, case studies, and team projects will give students experience applying these concepts to real–world situations.
MKT 372
16-Business to Business Marketing
Bentzin, Ben
Click here for example syllabus
Prerequisite: Marketing 337 or 337H
Business–to–business (B2B) and business–to–government sales represent roughly 60% of total US economic output. A substantial percentage of McCombs graduates accept employment after graduation in entities that market their products to business and government customers. This course focuses on the skills students need to understand the unique needs of business customers and succeed in marketing and management roles within
B2B businesses. Case studies and guest lecturers focus on B2B marketing skills including: organizational buying and selling models; launching B2B products and services; pricing a product line; sales management and support; managing distribution partners; and social media for B2B promotion.
B2B Marketing will include lectures, case discussions, a real world B2B marketing project, and guest speakers.
MKT 372
18-Creativity and Leadership
Raghunathan, Rajagopal
Click here for example syllabus
Prerequisite: Marketing 337 or 337H
In this course, we will discuss the following three main topics:
- What is happiness, how can it be measured, and why is it useful in organizational contexts?
- What are the main determinants of happiness in the workplace?
- What can an employee do enhance her own, and her coworker’s, happiness in the workplace?
In addressing these questions, we will cover a variety of topics, including:
- “Functionality of happiness” (how happier people—and organizations—are more productive),
- Differences between happiness, meaning, and psychological richness
- The “BAMBA” model of happiness at work
- What employees can do to help nurture basic needs, autonomy, mastery, belonging, and abundance culture at work.
We will use a variety of learning methods, including readings, videos, lectures, interactive in–
class exercises, take–home assignments, quizzes and exams to achieve our objectives
MKT 372
21-Strategic Product Management
Peterson, Bill
Click here for example syllabus
Prerequisite: Marketing 337 or 337H
It’s been said that a successful new product does more good for an organization than anything else that can happen. New products can allow an organization to one–up competitors, address new markets, hit a new price point, or completely reposition a company. We must get our new products right. MKT372 “Product Management” is about just that – getting the product right.
With class discussion, cases, a team project, guest speakers and other activities, we will cover all of the aspects of a successful product management effort:
- Identifying market opportunities
- Profiling and prioritizing underserved customer needs
- Creating product strategy and product definitions
- Managing the design/build/validate process
- Preparing the organization to successfully launch the new product
This class is appropriate for those interested in becoming a product manager, entrepreneur, or consultant, or anyone interested in gaining insight on this most important part of marketing management.
MKT 372
22-Predict Analytics/Data Mining
Tsechansky, Mark
MKT 372
24-Digital Marketing
Aarons, Christopher
Click here for example syllabus
Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H
What do Wendy’s, Chipotle, Kendra Scott, and most of your favorite brands have in common? They excel at digital marketing and know to engage their best customers over and over again. In fact, they demonstrate they are the right brand, doing the right things that makes them worthy of our evangelism with proven mindsets, processes and methodologies (FYI, technology does not make you a digital brand). In this class, you will learn how they succeed across web, SEO, SEM, email, social, video and more as well as learn the 15 key principles of doing digital right. The entire course is designed like an internship and is built around hands-on practice, the latest best practices and world-class guest speakers to give you the foundation needed to thrive in digital in our digital world.
MKT 372
26-Strategic Consulting for Marketers
Peterson, Bill
Click here for example syllabus
Strategy consultants get called into to solve the toughest problems that a company has: a new product strategy, a new sales or channel model, creating innovative new business models, or even the complete repositioning of a company. Many marketers naturally gravitate toward these strategic roles – after all, who better to solve these problems than those of us who understand the markets, the competition, and the customers?
In our Strategy Consulting class, you will be a strategy consultant. You will be working with a
real client solving a real problem. While we occasionally meet as a class to discuss consulting
methods and best practices, most of your time in this class will be working hands–on with your client and instructor to execute a complete consulting engagement.
In our Strategy Consulting class you will gain experience with:
- How to “frame” complex problems
- How to collect data and apply marketing concepts to solve those problems
- How to package our recommendations and work with our client to make them successful
This class is appropriate for those interested in becoming a consultant or entrepreneur, or
anyone interested in developing skills to solve tough strategic problems within an organization.
MKT 372
27-Reputation Risk/Crisis Management
Golden, Linda
Golden MKT372 Rep Risk Syllabus
Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H
Reputational risks and crises of all types are inevitable. Failures due to these risks and crises are not inevitable . In today’s world, crises and risks are all around us and often (if not always) carry a reputational risk that has business, social and/or marketing implications. The mission of this course is to help equip you to develop your decision – making tools to identify and effectively address risks and crises in our increasingly risk-laden dynamic and uncertain world. Crises are of many types and being prepared personally and professionally will help mitigate the damage. Unanticipated reputational crises can destroy a brand, enterprise, firm or person and their reputation. Properly anticipated , the damage, reputational or otherwise, from a crisis may be mitigated or, possibly, avoided totally. Marketing and communications play a substantial role in both risk assessment and crisis management processes. This course seeks to increase your awareness of dimensions of reputational risks so you can manage them more effectively while giving you more perspective on the complex inter-relationships of elements and disciplines at work in business development and management. Building and preserving your reputation is critical and impacts all image aspects.
MKT 178
SQL for Business & Marketing
MKT 178
Storytelling: Persuasive Selling
Pearson, Robert
Prerequisites: 24 semester hours of college credit
Based on the book, Crafting Persuasion, this class will discuss how we are all becoming “audience architects” who understand exactly which people, words, content and channels matter to each audience segment we desire to reach. The models discussed in class are used by leading companies worldwide to build relationships with current and new customers. Students will learn and apply the ABCDE model for persuasive selling: Audience, Behavior, Content, Distribution, and Evaluation.
MKT 178
1-Data Storytelling/Visualization
Forrest, Monika
Click here for example syllabus
Prerequisites: 24 semester hours of college credit
Data visualization is the process in which we graphically represent complex data for the purpose of summarizing, interpreting, and deriving business decisions.
Data visualization is becoming an increasingly sought after skill-set in the workforce and a core component to the Business Intelligence process.
Tableau has risen to be synonymous with data visualization. It is the best-in-class business intelligence platform and employees with Tableau mastery are highly desired in every industry.
This course will provide an introduction to data visualization best practices and expose you to Tableau as a tool for visualizing data. Data sets are provided ahead of each class meeting and students will build dashboards in class, publishing them to the free Tableau Public. This can act as your data visualization portfolio when applying for internships and later, your first job out of school.
MKT 178
Data For Business Influence
Cler, Cameron
Prerequisites: 24 semester hours of college credit
This course is designed to teach students the core principles behind influencing with data and to apply the learnings to practical business settings. Specifically, we will cover topics and frameworks that create data-informed arguments for any audience. We will examine how to logically sequence evidence to create persuasive arguments and use data to facilitate storytelling. The objective is to take any scenario, such as applying for a job, presenting your research, managing a project team, or negotiating within a business context, and apply techniques to influence toward a desired outcome. These skills will allow students to synthesize and present their qualitative and quantitative data to expertly deliver persuasive communications and presentations.
MKT 178
Exploring Marketing Careers
Maherali, Sahil
Prerequisites: 24 semester hours of college credit
This course will teach students about the wide range of careers available to them in marketing. We’ll explore what people do in these careers; skills that are needed and used; how these jobs contribute to the business and how they work together; the education and career paths toward getting these jobs. The course will rely on weekly guest speakers, simulations, and day-in-the-life projects. Additionally, we’ll develop key recruiting skills such as networking, resumes & LinkedIn, and interviewing. Students who take this course will gain a solid understanding of the marketing career space, and the options available to them, as well as learn about what they can do to better find marketing careers that fit their individual strengths, interests, and goals.
Sahil Maherali currently works for McKinsey in Austin. He also worked for many years in the McCombs Undergraduate Career Center. He is an expert in the marketing career space and has deep knowledge of the variety of marketing careers available to professionals and the skills needed to obtain, and succeed in these careers.
MKT 179C
Independent Research in Marketing
MKT 379C
Independent Research in Marketing
Fall 2023 - Graduate
Fall 2023 – Graduate
FULL TIME MBA PROGRAM – MKT 282
51-Analysis of Markets
Henderson, Ty
FULL TIME MBA PROGRAM – MKT 382
Using Analytical Tools for Marketing Decisions
Mahajan, Vijay
Click here for example syllabus
This course deals with concepts, methods, and applications of analytical tools to address such marketing issues as segmentation, targeting and positioning, new product design and development, advertising, and sales force management and promotion planning using a unique online platform called Enginius.biz. The course is designed for MBA students who have some background in or understanding of marketing principles and exposure to spreadsheet programs such as Microsoft excel.
Building on the conventional capstone marketing courses that focus on conceptual material, this course will attempt to provide skills to translate conceptual understanding into specific operational plans — a skill in increasing demand in organizations today. Using market simulations and related exercises tied to PC–based computer software tools, students will develop marketing plans in various decision contexts.
The course will be of particular value to students planning careers in marketing and management consulting, brand management, client services, and marketing/business analytics.
FULL TIME MBA PROGRAM – MKT 382
Influence of Marketing in Society
Crabbe, Rowena
Click here for example syllabus
Brands are increasingly involved in socio–political debates. It is important for consumers and marketers to critically engage with and understand the role of brands as agentic and influential social actors who can reflect, perpetuate, and challenge societal values and norms. Leveraging real–world case studies and classroom discussion, students will have the opportunity to examine how marketers’ decisions about segmenting, targeting, positioning, product design, pricing, distribution, and communication may challenge or perpetuate social hierarchies. The course will
introduce sociological theories to understand how companies navigate profit and social responsibility, varying types of activism, consumer reactions and responses to brand activism, and the role of identities (e.g., race/gender) in marketing. The course will end with a final group project focused on understanding and then reimagining a company’s brand activism and corporate social responsibility strategy.
FULL TIME MBA PROGRAM – MKT 382
31-Corporate Governance
Cunningham, William
Click here for example syllabus
Corporate directors represent the owners of the firm. They are ultimately responsible for the strategic direction and mission of the firm. Their specific responsibilities include, but are not limited to, the selection of the CEO, hiring of outside auditors, establishing the relationship between the internal auditor and the board, approval of SEC filing documents, determination of performance targets, approval of executive compensation plans, and the creation of an appropriate corporate culture.
The first objective of the class is to help prepare future directors of for–profits and not–for–profits to fulfill their fiduciary duties to the organizations they serve. The second objective of the course is to understand the nature and scope of corporate boards from the perspective of society.
The class will be of interest to students who want to learn how corporations are governed. It will also be of interest to law students who are interested in general counsel positions, as well as students in the LBJ School. The governance structure of most non–profit organizations is very similar to that of for–profit corporations.
The course will have two distinct formats. Professor Cunningham will lecture to the class to help ensure that all students have a fundamental knowledge of major issues facing Board of Directors. The second format will be to have a number of guest speakers address the class on a wide variety of corporate governance issues.
A partial list of guest speakers include Darrell McKown, Partner at Ernst and Young, Charles Matthews– former General Counsel of Exxon, Geoffrey Raynor–CEO of Q Investments, Sherron Watkins–Time Magazine Person of the Year, Richard Fisher–former President and CEO of the Federal Reserve Bank of Dallas, Doug Brooks, former Chairman of Brinker International, Tammy Romo–Senior Vice President of
Finance and CFO at Southwest Airlines, David Booth–Chairman of Dimensional Fund Advisors, Jim Moroney–former Publisher and CEO of Dallas Morning News, Walter Robb–former Co–CEO of Whole Foods, Alan Blake–CEO of Nuclein, and Mary Ellen Weber–astronaut.
Professor Cunningham is former President of UT Austin and former Chancellor of the UT System. He has served on a number of corporate boards. He is Lead Director of Lincoln Financial and Southwest Airlines and serves on the Board of John Hancock Mutual Funds. He is also Chairman of the Board of Nuclein.
FULL TIME MBA PROGRAM – MKT 382
33-Design Thinking Business Innovation
Raghunathan, Rajagopal
Prerequisite: Graduate standing.
Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.
FULL TIME MBA PROGRAM – MKT 382
37-Strategic Branding
McAlister, Leigh
Click here to see example syllabus
Prerequisites: Graduate Standing
A brand is a node in memory with associations tied to it. The behavior of a consumer whose memory contains such a brand is altered in such a way that the consumer responds more favorably to the brands’ offerings. In addition to learning the process for developing the network of associations that make up a brand, we will develop an understanding of how that brand influences expected future cash flows, and therefore firm value.
Students will work in teams to develop a brand over the course of the semester. Class sessions will be set aside for teams to work together.
Rather than having a midterm and final, the course will have daily quizzes drawn from all of the material covered up to that point in the course. Class participation will be graded and students will be cold called. Finally, in most class sessions, students will work in teams on exercises that require understanding and use of the tools discussed in that class period.
FULL TIME MBA PROGRAM – MKT 382
54-Data Driven Marketing
Duan, Jason
FULL TIME MBA PROGRAM – MKT 382
71-CCIMS Marketing Fellows Practicum
Brister, Steven
FULL TIME MBA PROGRAM – MKT 188
Business Development & Marketing Sales Leadership
Nemeroff, Gerald
Click here for example syllabus
Prerequisite: Graduate standing
Additional prerequisites may vary with topics
Business Development and Marketing Sales Leadership is a one-hour MBA course that covers aspects of the consultative sales cycle, the differences between introductory, implicit and explicit sales calls, executive level negotiation and the leadership and management skills and processes that are needed to lead a business development function. These topics will be addressed from multiple perspectives from the instructor who has 19 years of experience in a Big Four consultancy and three guest speakers that include a successful technology entrepreneur, a recently promoted partner from a consultancy firm and sales leader from a Fortune 500 company. The content will be shared in an interactive fashion and there will be several group exercises and roleplays to reinforce the learning. At the conclusion of the class the student will understand the behaviors and methodologies that will aid them in more effectively persuading others, a negotiating process that will improve outcomes and a leadership approach that can be applied in a multitude of roles and industries.
FULL TIME MBA PROGRAM – MKT 188
Data Storytelling/Visualization
Patel, Monika
Click here for example syllabus
Data visualization is the process in which we graphically represent complex data for the purpose of summarizing, interpreting, and deriving business decisions.
Data visualization is becoming an increasingly sought after skill-set in the workforce and a core component to the Business Intelligence process.
Tableau has risen to be synonymous with data visualization. It is the best-in-class business intelligence platform and employees with Tableau mastery are highly desired in every industry.
This course will provide an introduction to data visualization best practices and expose you to Tableau as a tool for visualizing data. Data sets are provided ahead of each class meeting and students will build dashboards in class, publishing them to the free Tableau Public. This can act as your data visualization portfolio when applying for internships and later, your first job out of school.
WORKING PROFESSIONAL MBA – MKT 282
55-Data Analytics/Dynamic Pricing
Rao, Raghunath
WORKING PROFESSIONAL MBA – MKT 282
56-Marketing Analysis-I-DAL
Henderson, Ty
WORKING PROFESSIONAL MBA – MKT 282
56-Marketing Analytics-I-HOU
Rao, Raghunath
WORKING PROFESSIONAL MBA – MKT 282
56-Marketing Analytics-II-DAL
Henderson, Ty
WORKING PROFESSIONAL MBA – MKT 282
56-Marketing Analytics-II-HOU
Rao, Raghunath
MSM PROGRAM – MKT 182
Consumer Well Being
Raghunathan, Rajagopal
MSM PROGRAM – MKT 182
Data Visualization/Storytelling
Forrest, Carl
MSM PROGRAM – MKT 182
Role of Marketing Social Bias
Turner, Trenzio
MSM PROGRAM – MKT 282
33-Design Thinking Business Innovation-MSM
Walls, Stephen
MSM PROGRAM – MKT 282
57-Product/Brand Management
Kroeger, Christopher; Gette, Angie; Starns, Karen
MSM PROGRAM – MKT 382
Data Analytics/Visualization
Stephens, James
MSM PROGRAM – MKT 382
56-Marketing Analytics-I-MSM
Sonnier, Garrett
EMBA PROGRAM – MKT 282E
Strategic Marketing for Executives
Bentzin, Ben
PHD PROGRAM – MKT 397
5-Research Topics in Marketing-PhD
Crabbe, Rowena
PHD PROGRAM – MKT 397
9-Behavioral Decision Research
Ward, Adrian